ALMOST THE RIGHT PARTS

BMW / AUDIO

AGENCY: TBWA | The Open Collaboration
CREDIT: Executive Creative Director
AWARDS: One Show Silver, Merit

When BMW briefed us to promote the use of their official parts in the maintenance of their cars, we suggested they use audio media to do the job. There was research showing that South Africans spent a significant amount of time in their cars, and while there, consumed a lot of broadcast and streaming audio. We also knew we could target BMW drivers on streaming platforms, right when our message would be most relevant. The creative job was cast doubt on the reliability of generic parts that look pretty similar to the real deal. A campaign of confidently delivered non sequiturs was born.

The 'CEO' spot won a Silver Pencil for craft in writing at One Show 2017. It also contained a significant amount of verbatim non sequiturs delivered by Rob’s dad’s former boss. He still doesn’t know that he shares the writing credit.

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