BMW Creates a Folk Hero for the Modern Age: the Unstoppable, Mysterious Ol' McLanden

GS&P turns the obstacles of a daily commute into an odyssey

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For the launch of the X7, its first standard seven-seat vehicle, BMW catches viewers with a whale of a tale—a poem about a new folk legend: Ol’ McLanden.

This fictional, larger-than-life character comes alive in “Legend,” a 75-second spot created by Goodby Silverstein & Partners, BMW’s agency of record since April 2018.

Star Trek actor Chris Pine, the voice of BMW for years, reads a poem about badass McLanden, who “outraced the rogues around Razorback Ridge and the trolls who dug holes on the Barnaby Bridge.”

The poem has an old-timey tone, while the ad is set in present-day, over-the-top traffic scenarios.

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