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Through surreal, tech-generated scenarios, like a skateboarding pigeon or an astronaut sloth, the work shows how easy it is to mistake the artificial for reality.
The campaign includes three TV spots and fifteen social films, all reinforcing the message: while AI can create endless illusions, only a Certified Pre-Owned BMW offers something truly real.
For social, we introduced—for the first time at BMW and GS&P, a model I have used since 2018: bringing a photographer and a videographer specialized in social, working as a second unit to take advantage of the shoot day, location, and talent to create 15 videos tailored specifically for native social formats.
So, we launched a special shampoo with 3 different packages talking about questioning.
Typically, projects like this at GS&P rely solely on editing existing footage from the global team in Munich.
But this time, we pitched two original ideas that the clients liked so much, they decided to invest more and produce two films—still simple, but fully shot.
To promote BMW’s Digital Key Plus, we tapped into the universal human behavior of double-checking for 'phone, wallet, and keys' before leaving the house. Of course, now with Digital Key Plus, you no longer need to carry a key.
And for Highway Assistant, we created a contrast between the chaos outside on the road and the calm inside the car, thanks to this feature.