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BMW Takes Date Night to the Next Level as the Ultimate Drive-In Machine

Creative 391 Add to collection

After a makeshift drive in movie date, Goodby Silverstein & Partners' Wes Phelan took the idea to BMW for its latest spot

BMW Takes Date Night to the Next Level as the Ultimate Drive-In Machine

What happens when social distancing forces us to rethink a romantic night out? The Ultimate Driving Machine suddenly morphs into the Ultimate Drive-In Machine, of course. 

“The idea was actually born in my garage more than a month ago. With movie theatres closed and daily life getting pretty monotonous, I thought it would be nice to surprise my wife with our own little personalised drive-in-movie date,” said Wes Phelan, creative director at Goodby Silverstein & Partners (GS&P).

Wes’ impromptu date night was such a success that he decided to share the experience with his BMW client in hopes of putting something together that could inspire other quarantined couples across the globe. 

“With the resurgence of drive-in cinema and the heartfelt nature of the piece, BMW was quick to see the vision,” said Matt Edwards, creative director at GS&P and Wes’ partner. “And from there, it was just a simple case of art imitating life.” 

But the process of capturing such a moment was far less simple than Edwards makes it seem. BMW, GS&P and director Logan Roos had to navigate countless production obstacles, including filming remotely, with all interactions between the client, the agency and the director taking place only via email and a handful of Zoom check-ins.

“There were definitely a lot of hurdles, but shooting with only my wife and daughter made it safe, and in the end, I think it allowed the film to feel truly authentic with an inescapable homemade touch to it,” said Logan Roos, the director. 

And in the end, Logan is right. The social film is charming and real and something that we could all use right about now. 

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Client: BMW of North America

Brand:  BMW

Spot Name: ‘The Ultimate Drive-in Machine’

Agency: Goodby Silverstein & Partners


VP Marketing, North America: Uwe Dreher

Head of Brand Strategy and Communications, North America: Albi Pagenstert

National Brand and Media Director: Michael Jobst 

Social Media Specialist: Jaime Pritchard 


Co-Chairmen: Jeff Goodby and Rich Silverstein

Chief Creative Officer: Margaret Johnson

Creative Director: Matt Edwards

Creative Director: Wes Phelan

Associate Creative Director: Carlos Rangel

Art Director: Kevin Leung

Account Services 

Managing Partner: Leslie Barrett

Group Account Director: Chris Ferko

Account Director: Alissa Sheely

Account Manager: Meghan Mast

Project Manager: Kaitlyn Landers

Brand and Communication Strategy 

Partner, Head of Brand Strategy: Bonnie Wan

Partner, Head of Communication Strategy: Christine Chen

Group Brand Strategy Director: Stephanie Phillips

Strategy Director: Kevin DeStefan 

Brand Strategist: Darien Ahn

Group Comm Strategy Director: Dong Kim

Senior Communications Strategist: Matt Hudgins


Co-Director of Production: Leila Gage and Margaret Brett-Kearns

Executive Broadcast Producer: Matt Flaker

Junior Broadcast Producer: Daniel Chang

Business Affairs 

Director of Business Affairs: Judy Ybarra

Sr. Business Affairs Manager: Chrissy Shearer

Production Company 

Company Name: Greenpoint Pictures

Production Company City: New York

Director:  Logan Roos

Director of Photography: Logan Roos

Executive Producer:  Tatiana Rudzinski

Executive Producer: Trevor King

Head of Production: Karen Berkowitz

Creative Director: Niles Roth

Editorial Company  

Company Name: Greenpoint Pictures

Editing Company City: New York 

Editor: Logan Roos

Post Production Producer: Tori Vallas-Cullen

Audio and Sound Design Company  

Sound Design Company City: New York

Audio Engineer: Bobb Barito 

Music: Music by Human

Senior Producer Kamela Anderson

EP: Carol Dunn

Creative Director: Mike Jurasits

Composer: John Chris Barnes

VFX Company  

Colour Grade: Seth Ricart / RCO

Genres: People

Categories: Automotive, Cars

Goodby Silverstein & Partners, Tue, 16 Jun 2020 10:18:14 GMT