An Epic Poem of Legends Comes Alive in New BMW Spot

BMW has built its largest factory in the US, where its biggest model ever, and first standard seven-seater, The X7 will be produced. The vehicle follows the launch of The 8 and the update of The 7 and is consistent with the German automaker’s intent to play a bigger role in the super premium market.

To launch the first-ever X7, the German automaker and GS&P - the incumbent agency since April 2018 - enlisted the help of MJZ and director Dante Ariola. The extensive special effects were created by MPC.

The spot released today introduces the legend of Ol’ McLanden, an epic poem read by Chris Pine. As this mysterious folk tale unfolds, McLanden braves the challenges of cityscapes, dockyards, mountains and more, all behind the wheel of the heroic X7. McLanden conquers everyday obstacles, although these hurdles are blown up to mythical proportions. 

As we hear the first lines of this fictitious tale, the vehicle first emerges from mist, chased by a massive stampede of bankers. That intro sets the stage for what’s coming. McLanden’s ordinary day becomes legendary at every turn. The X7 faces a Poseidon-like city worker, a ruthless gang of apocalyptic bikers, and a giant construction worker weilding a jackhammer. In the end, it’s revealed that McLanden isn’t a larger-than-life mythological character, but actually an ordinary, albeit fierce woman. 

The line “Make everyday legendary” refers to just how powerful the X7 can be when partnered with equally strong drivers. The 60-second spot will run during the Oscars, supported by an extended 75-second version and 30-second versions to follow. It will also make an appearance at movie theaters across the country.