Pre-owned cars are usually sold using a deluge of product claims (often exaggerated) and seductive jargon. BMW’s pre-owned arm, BMW Certainty, is striking a sword through all that with its campaign, Common Sense, that aims to instil confidence instead of presenting “smoke and mirrors”.

The campaign by Goodby Silverstein & Partners is a thoughtful treatise on common sense, delivered by Grammy, Emmy and Academy-Award winning artist, actor, author, activist Common – aptly chosen. Not so long ago, he used the name, Common Sense.

The two campaign commercials, Intersection and Auction, were directed by MJZ director, Henry Hobson, to deliver a perfectly restrained, flawlessly sensible pitch for BMW.  

The common sense point of view continues online and in social as well as radio, powered by Common’s perfectly modulated voice.

Credits

Client: BMW
Chief Marketing Officer: Leigh Moynihan
Retail & BMW Certified Marketing Manager: Jason Zisa
Senior Pre-Owned Marketing Specialist: Tim Sumter
Retail & National Cert. Mktg. Specialist: Christina Eisele

Agency: Goodby, Silverstein & Partners
Executive Creative Director: Matt Edwards
Creative Directors: Clemens Zlami & Kevin Leung
Senior Copywriter: Rachel Nagpal
Senior Art Director: Duncan Spear
Junior Art Director: Jamie Glover
Junior Copywriter: Nadeen Albarqawi
Executive Producer: Matt Flaker
Producer: Alicia Portner
Account Director: Olivia Mullen
Account Manager: Jen Phelps
Assistant Account Manager: Brianna Sauter
Brand Strategy Director: Harper Bokum-Fauth
Group Business Affairs Lead: KK Davis

Production Company: MJZ
Director: Henry Hobson

Editing: Arcade
Editor: Alex Pirrone
Assistant Editor: Garett McDonald

VFX: Pariah Creative
VFX Artist: Nhat Tran

Sound Design & Mix: Sonic Union
Engineer: Steve Rosen