KBS+ Takes Lighthearted Approach for BMW X1 SUV

By Erik Oster 

KBS+ launched a series of 30-second spots promoting the BMW X1 SUV, exploring the vehicle in relation to breakups, golf-related anger issues and sports superstitions.

In “Special Delivery,” the most effective of the new ads, a woman uses the BMW X1 SUV to drop off her ex’s stuff. With the trunk open, she backs the vehicle into the man’s driveway, letting all his things spill out. “It’s complicated,” the man says to a neighboor, “she’s just dropping off my stuff.” It’s a clever, entertaining way to illustrate the vehicle’s best-in-class cargo space and performance. Unfortunately, the other pair of spots fail to live up to it. “Superstitions” sees a man give up on his friends’ silly sports superstitions so he can drive the SUV, while “Mood Swings” examines one man’s love/hate relationship with golf through a post game tantrum tossing his gear into the trunk. The latter isn’t especially relatable to most viewers and may actually reaffirm some stereotypes about the types of people who buy BMWs, possibly something the brand should be avoiding in its advertising.


Client: BMW


Agency: KBS+
Co-Chief Creative Officer: Dan Kelleher
Co-Chief Creative Officer: Jonathan Mackler
Executive Creative Director: Paul Renner
Creative Director/Writer: Lea Platz
Senior Art Director: John Hagerty
Copywriter: Benjamin Cascella
Head of Production: Jenny Read
Senior Producer: Melissa Tifrere
Executive Director of Content Affairs: Robin Oksenhendler
Account Director: Sam Smeach Stringfellow

Production Company: O Positive
Director: Brian Billow
Director of Photography: Adam Kimmel
Executive Producer: Ralph Laucella and Marc Grill
EP/Line Producer: Ken Licata

Editorial Company: NO6
Editor: Jason MacDonald
Asst Editor: Ryan Bukowski
Executive Producer: Corina Dennison
Producer: Malia Rose

Finishing / VFX: The Mill
Flame Artist: Corey Brown
Executive Producer: Melanie Wickham
Producer: Alex Bader
Sound Design: Henry Boy
Sound Designer: Bill Chesley

Color: Company 3
Colorist: Tom Poole
Audio: Sound Lounge
Mixer: Tom Jucarone