LIKE NEW AGAIN | BMW - CAMPAIGN
To demonstrate how certified pre-owned BMW vehicles run like new, we introduced a campaign for BMW featuring only used creative -- TV spots, radio ads, billboards, and digital banners that were originally used to advertise the vehicles when new. The idea is to use the same ads made for new BMWs years ago, now refurbished to sell the same model as certified pre-owned.
In creating the campaign, we went through years of BMW commercials from other agencies in the US and globally, going back to 2013—since five years is the oldest BMW Certified vehicle people can buy. The only thing that’s new is the branding of their pre-owned program, which has been renamed as BMW Certified, with the tagline “Like New Again.” Each spot also gets a new voiceover by Chris Pine, who comments on the age of the spot or even how great his younger self sounds.
It’s probably the first time in history an advertising agency has fought to use the work made by the previous agency, resulting in an audacious campaign that’s literally years in the making.
LIKE NEW AGAIN • CASE STUDY
LIKE NEW AGAIN • SPECIAL DELIVERY
LIKE NEW AGAIN • DOG
LIKE NEW AGAIN MOTHER IN LAW
LIKE NEW AGAIN • CIRCLES
LIKE NEW AGAIN HANDMAN