BMW Rejects the Conventional Path in Boundary Pushing Campaign 'Option Two'

BMW have launched its latest campaign by the same creative directors of its Adobe spot, Matt Edwards and Wes Phelan.

Introducing a new global campaign for BMW’s brand-new model, The 2 Series Gran Coupe. The sixty-second film was created in partnership with Goodby Silverstein & Partners and director Terence Neale of Park Pictures.

Titled ‘Option 2,’ the film champions those who live on their own terms – rejecting the conventional path in life, and instead choosing a path that’s their own.

Each member of the cast was chosen for their boundary-pushing lifestyle: from artist trio Dear Ribane to electronic musician Merry Lamb Lamb. Even the music is unconventional; featuring a GQOM track by South African producer DJ Lag, created specifically for the piece.

This is the first global BMW campaign by GS&P. Led by award-winning creative directors, Matt Edwards and Wes Phelan, who joined Goodby Silverstein in 2019 and also just launched Adobe’s ‘Creativity for all’ campaign that ran on last night’s Academy Awards. Prior to GS&P, the pair numerous Cannes Lions for Adidas Originals, including the Grand Prix for ‘My Way.’

According to Wes: “Option 2 is a mindset that speaks to an audience striving to live life on their own terms.”

“Culture has changed – you no longer need to wear a suit or work a 9-to-5 to own a BMW. Our film reflects that,” added Matt.

Option 2 will run globally.