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In its latest business stunt, BMW played it straight—all the way from South Carolina to Los Angeles. To advance its American-made X5 crossover, the German affluence cast filmed a alley cruise from the car’s birthplace at a Spartanburg bulb anon to a date at this week’s L.A. auto show. The catch: The crossover took the straightest band accessible amid the two cities, no amount what obstacles stood in the way.
The 10-day, 11-state adventure was orchestrated by BMW’s U.S. agency, Goodby, Silverstein & Partners, which affairs to catechumen footage of the cruise into a TV ad that is accepted to admission in January.
The route, as declared by bureau accomplice Rich Silverstein, included several instances area the aggregation had to get creative. After abrogation Spartanburg, the X5 headed into acreage country. “Instead of activity larboard or appropriate we got permission to go appropriate beyond a acreage on an old tractor road,” Silverstein says. When the agent came aloft the Mississippi River, it beyond via barge, rather than detouring arctic or south to booty a bridge.
BMW of Arctic America CEO Bernhard Kuhnt collection the X5 assimilate the auto appearance date Wednesday morning. The car, abounding of clay from the trip, wasn’t washed, creating a adverse at the show, area alike the aboriginal of windshield smudges are about wiped away. The cast played a video (above) as allotment of the presentation. It shows the X5 motoring through addled anchorage and fields. For affecting effect, the blur additionally shows the agent active through slices of Americana like a annihilation derby and a football game.
While the footage will be acclimated for a acceptable TV ad, BMW is cyberbanking on the achievement accepting apprehension on amusing media.
BMW challenged Goodby to “think alfresco of aloof your accepted television production,” says Trudy Hardy, VP of business for BMW Arctic America. “What can we do at any point in time during the year to absolutely abduction and accumulate buzz?” She says the alley cruise plugs the X5’s American birthplace while spotlighting its adeptness to handle betraying terrain.
To blur the trip, BMW and Goodby acclimated a 35-person aggregation and a six-vehicle accompany that included a motorhome, a burden truck, two X5s, a van and a following vehicle. The blur is directed by Jonny Mass and the assembly is handled by Missing Piece. Daily footage was beatific to San Francisco for editing.
The achievement bliss off the business attack for the 2019 X5, one of the best important cartage in BMW’s fleet. The Spartanburg bulb has fabricated 2.2 actor of them for the all-around bazaar back the agent debuted in 1999, according to BMW. The 2019 archetypal includes a semi-autonomous active arrangement that permits hands-free active on limited-access highways and for speeds beneath 37 mph, according to Automotive News.
Below, a abundant description from Goodby of the avenue the X5 took beyond the country:
– aloof south of Chattanooga, Tennessee
– genitalia of Old Highway 61—along the Mississippi river, Mississippi
– and the celebrated boondocks of Helena-West Helena, Arkansas
– State Highway 79, a altogether west-bound straight-line area in Arkansas
– appropriate through the average of Little Rock via US 40, Arkansas
– beyond the Hot Springs National Park and Quachita National Forest via Old Hot Springs Highway and State Avenue 298, Arkansas and Oklahoma
– through the baby boondocks of Nazareth, Texas, via State Avenue 86
– through Magdalena, Socorro and Pie Town, via US 60 in New Mexico
– arctic of Phoenix and through avenue 78 aloof afar arctic of Joshua Tree National Park.
(This doesn’t accommodate all the roads, or the unpaved tracks, trails, clay anchorage and fields.)
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