Immerse Your ASMR Senses in BMW's Cosmic Calm Wash

Goodby Silverstein & Partners risks stating the obvious, but will say it: people are stressed right now. With messages about ‘these trying times’ seemingly bombarding everyone from all angles, wouldn’t it be nice to wash the stress away, if only for a couple of minutes?

BMW believes it can - and should. For its latest brand campaign, BMW invites people to sit back, relax and take a first-person audio-sensory journey through an online car wash - no seat belt necessary. The BMW Calm Wash film is premiering Monday, August 17th at 9am EST on YouTube, and may soon be streaming on Amazon Prime. 

Created by Goodby Silverstein & Partners, the two-minute film features an array of mesmerising colours and cosmic sound design and invites viewers to zone out and find their moment of Zen while sitting in a luxurious X7. 

“We look at the BMW X7 as not only a mode of transportation but as a safe space, somewhere passengers can go to relax,” said GS&P associate creative director Rony Castor. “And right now we could use some relaxation.”  

Anthony O’Neill, the ACD on the project, is intrigued by the possibilities of the new media partnership.

“We’re excited to have created a piece that will draw viewers to watch and re-watch as many times as they like,” said Anthony. 

In addition to the short film, the brand is rolling out 15-second teasers, posters and guided meditations, all geared toward giving its fans a few extra minutes of relaxation.

It’s no joyride with the windows down, but it’s a great pit stop to make while stress scrolling. Click the link to enjoy two minutes of automotive mindfulness.