BMW Turns an Unlucky Event into a Holiday Homecoming for Festive Spot

For its 2022 holiday campaign. BMW will offer a new take on category tropes.

The holidays always offer up a surprise, and this year’s slew of vehicle sales commercials is getting a shake-up in BMW’s annual Road Home Sales Event.

Created by Goodby Silverstein & Partners and director Johnny Mass, a series of unlucky events turns what could have been an expected holiday homecoming story, into something magically memorable.

The :45 commercial puts known category tropes (big red bow, anyone?) together with the power of Mother Nature to show us what can happen when the right thing falls into the wrong context. 

“The holidays are a fun time of year, so we wanted to have a little fun with our annual ‘Road Home’ sales spot this year by celebrating the spirit of the season with a light hearted interpretation of the typical holiday car commercial,” said Marcus Casey Vice President, Marketing, BMW North America.

"The idea is a welcome shift from the usual. It takes what we know of the holidays and holiday car commercials and adds a signature wink," said Wes Phelan, executive creative director, GS&P. 

Starting this week and running into the World Cup, BMW plans to run the spot on TV and online.