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Creative

W+K Shangai Turns An Everyday Dad into The Matrix's Neo for BMW's All-New X3 Campaign

Fourteeen minute film was released on 'Father's Day' under the banner that it's the reliable car for reliable people

W+K Shangai Turns An Everyday Dad into The Matrix's Neo for BMW's All-New X3 Campaign

For the launch of The All-New BMW X3, BMW wanted to celebrate the spirit of reliability by transforming a loving and dedicated father into a superhero in their latest short film.

In today’s world, the Chinese middle class is under immense pressure to balance societal expectations of both modern and traditional responsibilities. The film tells a story about the struggle to balance work and life through our hero, a father.

To acknowledge and celebrate the people we depend on, BMW in collaboration with Wieden+Kennedy Shanghai announced a 14-minute film on Father’s Day for the X3 – the reliable car for reliable people. The full film was released on July 3rd, the same day as the All-New BMW X3.
The short film features film star Mark Zhao, playing a parent whose son lovingly watches him deal with the pressure of being a reliable father and a successful businessman. 

However, because the son does not fully understand the complexity of his father’s life, he imagines a fantastical world where in order to spend time with him his father must fight off imaginary villains such as a Dark Queen, a gang of Kung Fu fighters and hostile kidnappers in order to spend time with his son. He ultimately escapes them all in a dramatic car chase with the help of The All-New BMW X3. The film also features Song Jia, who is constantly misunderstood by the son because she appears to be stealing his father away. Over the course of the film it is revealed that she is Mark’s colleague and a great example of the modern independent Chinese woman.

Okan Usta, creative director at W+K Shanghai, commented, “Reliability is a quality that is often taken for granted, yet we all need that person who is the anchor of stability in our lives. We wanted to make their struggle larger than life by showing it through the wild imagination of a child. It's a universal insight that touches so many lives, including mine as a new father.”

The film ends with a powerful tribute to the modern Chinese achievers, dedicated "to those whose superpower is to always be there for us.”
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Client

Advertiser: BMW

Creative Agency

Creative Agency: Wieden+Kennedy Shanghai

Creative Director: Minhao Lu / Okan Usta

Copywriter: Liu Wei / Lance Lian / Alex Zhang

Art Director: Justin Phang

Executive Creative Director: Ian Toombs / Vivian Yong

Designer: Fan He

Business Affairs: Jessica Deng

Account Executive: Laura Yu

Project Manager: Nicole Bee (Head), Olivia Yuan

Planners: Elaine Huang / Peter Shao

Senior Planner: David Lin

Production Manager: Bernice Wong

PR Director: Rachel Xiao

Head of Design: Fish Ho

Marketing Director: Jessica Sinn

Visual Designer: Fortune Star Studio (Vusual Support)

Account Manager: Mandy Lin

Digital Producer: Xiong Xiong

Account Director: Jason Wang

Production Company

Production Company: The Loft Films

Executive Producer: Lem Geok Choo / Magne Lynger

Director: Martin Werner/Assistant Director: Robert Jonathan Diment/ Qing Gui

DOP: Daniel Voldheim

Producer: Peichuan Tsai/ Ye He

Location: Property Master : Guowu Guan

Makeup Artist: Hair and Make-up Stylist: Mingyu Tsai

Sound Recordist: Bin Chen

Focus Puller: Gang Yan/Bencong Kang

Location Manager: Jijun Feng

Wardrobe: Special Wardrobe Stylist: Shouhsiang Liu Wardrobe Stylist: Hsiuwei Lin

Casting: Casting Director : Ying Sheng Casting Assistant : Ling Lin

Storyboard: Vivian Yong/Ian Toombs/Minhao Lu / Okan Usta

Production Managers: Weiche Chang / Yushu Liu

Offline

Editor: Olivier Bugge Coutté / Pang Wei Fong / Lim Fan Fan

Post Production / VFX

Visual Effects: Volt Shanghai

Gaffer: Guobin Huang

Music

Composer: (Musician) Karl Håkan Bertil Eriksson