Cannes Lions

BMW X5

KBS+, New York / BMW / 2015

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Overview

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Credits

OVERVIEW

Description

The side effect of the BMW X5’s third-row seating? Back-backseat drivers. And with them come many unsolicited thoughts, stories, and opinions.

In “Alien”, a family takes a drive on a beautiful night, and opens the X5’s panoramic moonroof to get a better look at the stars. That simple action, though, prompts our back-backseat driver to share her patriotic thoughts on the Space Race and how its outcome influenced extra-terrestrial life. Thankfully, the X5 is comfortable, even when the conversation is anything but.

Execution

Open on a family coming to a red light in their BMW X5. The kids are dancing to music on the BMW X5’s Spotify app.

GRANDMA: Always with the Spotify.

Cut to inside the car.

GRANDMA: You know what we used to do for entertainment? We used to play pick-up sticks. We'd literally would drop the sticks, and then pick them up. And we were never bored.

Dad looks back at Grandma as she continues her rant.

GRANDMA: We'd pick up lots of things. One time we found a toe, a human toe. We picked it up. We dropped it.

The kids stop dancing when they hear about the toe.

Cut to outside the X5. The light turns green and it starts to go.

GRANDMA: Green light!

SUPER: Optional Third Row Seating. For Back-Backseat Drivers.

VO: The all new X5. BMW. The Ultimate Driving Machine.

LOGO: BMW. The Ultimate Driving Machine.

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