BMW 5 Drivers Need Their Own Kind of Fuel

By Kiran Aditham 

Here we have Grey San Francisco’s latest spot for BMW called “Refuel,” which was helmed by Tron: Legacy director Joe Kosinski. Though it sadly lacks any young Jeff Bridges composites or Daft Punk scores, the advert nonetheless features an aviators-sporting dude driving one of the models in the 5 series who apparently has to go to great lengths to maintain the same energy as his ride.

Though it’s probably apples and oranges, tipsters are wondering how Grey’s new work for BMW compares to the “Changes” Super Bowl spot KBS+P created for the automaker. Sure, it’s two completely different promotions, but we’d be glad to get your thoughts. See “Changes” below and “Refuel” credits after the jump.


Agency: Grey SF

Executive Creative Officer: Jack Fund

Art Director: Michael Wilde

Copywriter: Jack Fund

Agency Producer: Flo Babbitt

Production Company: Anonymous Films, Los Angeles

Director: Joe Kosinski

Director of Photography: Alwin Kuchler

Editor: Jim Haygood, Union Editorial

Music/Sound Design: Ren Klyce, Mitout Sound