KBS Tells a Tale of Two ‘Twins’ for BMW

By Erik Oster 

KBS launched a new spot for BMW entitled “Twins” showing how one twin’s decision to purchase a pre-owned BMW sets them apart.

The 30-second spot opens on a montage of the twins going through life matching each other: from being pushed in a double stroller to riding identical bikes in matching outfits to living next door to each other in identical apartments. KBS takes things a step too far when they marry women that look almost exactly the same. (Are they twins too? Does anyone else find this a little creepy?) Their paths finally diverge when one of them buys a red, pre-owned BMW, much to the surprise of the twin, who went for an ordinary, beige sedan. Not pictured: the red BMW owning twin getting pulled over for speeding while the beige sedan driver speeds by. The message, clearly, is that you can stand out with a pre-owned BMW rather than a more ordinary new vehicle, but we’re far from convinced “Twins” was the best way to deliver it. The spot made its national broadcast debut yesterday, following a Spanish language test-run on ESPN Deportes and other outlets a few weeks ago, Campaign notes.

The spot is notable for likely being the last work of chief creative officers Dan Kelleher  and Jonathan Mackler, who got fired in January. Since we’ve yet to hear any word of KBS naming successors to the positions Kelleher and Mackler left vacant, it would appear that the MDC Partners shop is still looking for a new global CCO.

Agency: KBS
Co-Chief Creative Officer: Dan Kelleher
Co-Chief Creative Officer: Jonathan Mackler
Executive Creative Director: Paul Renner
Executive Creative Director: Marc Hartzman
Sr. Copywriter: Daniel Price
Sr. Art Director: Vijay Patil
Sr. Business Affairs Manager: Alesa Blanchard-Nelson
Executive Producer: Drew Lippman
President, Business Leadership: Katie Klumper
Group Business Lead: Erik Schroeder
Account Executive, Business Leadership: Andrew Ames
Integrated Producer: Kirsten Golden


Production: Station Film, Los Angeles
Director: Mark Gilbert
Executive Producer: Caroline Gibney
Line Producer: Sarah McMurray
Director of Photography: Richard Henkels
Production Design: Danielle Clemenza

Editorial: Cut & Run NY
Editor: Jon Grover
Executive Producer: Rana Martin
Senior Producer: Ellen Lavery

Music: Massive Music, New York
Managing Director: Keith Haluska
Creative Director: Elijah Torn
Producer: Diederik van Middelkoop
Composer: Matt Fletcher

Color Grade: CO3 New York
Colorist: Tim Masick
Audio Mix: Sonic Union, New York
Mixer: Paul Weiss