framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

BMW “Legend” 2020

BMW “Legend” (2020) is a BMW commercial directed by Dante Ariola for Goodby, produced by MJZ. It won 6 awards, including British Arrows 2020 Craft Gold — Colourist, Epica 2019 Silver Post Production & Visual Effects and Kinsale Sharks 2019 Silver Film Craft (International) - CGI/Visual Effects.

A legendary hero, MacLandan, battles various fantastical foes in a series of epic challenges, all while driving a BMW X7, revealing the true source of her power.

Video: BMW USA on YouTube

Shot by shot

  1. A wide shot of a deserted city street with tall buildings on either side, and a bridge connecting two buildings in the distance, with smoke rising from the street.© BMW0:00
  2. A close-up shot of a car's license plate, which reads "McLANDEN" in gold letters and "DRIVE SAFELY" above it, is shown.© BMW0:05
  3. A diverse group of business people in suits run past a stone building with windows, casting long shadows on the wall.© BMW0:09
  4. A muscular, long-haired man with a beard, wearing a plaid vest, stands on a city street, holding a large pipe as water sprays from a broken fire hydrant.© BMW0:13
  5. A black SUV drives down a city street as a massive wave of water crashes over the buildings on the right, creating a chaotic scene.© BMW0:15
  6. A dark BMW SUV drives through a bustling shipyard, passing by large ships and industrial structures, with workers in the foreground.© BMW0:21
  7. A dark BMW SUV drives through a dusty, debris-filled city street with tall buildings and a traffic light in the background.© BMW0:26
  8. A dark SUV drives away on a cracked road, with a motorcycle passing on the right, against a backdrop of green mountains under a cloudy sky.© BMW0:30
  9. A dark BMW SUV drives on a cracked road, with a city skyline in the background under a cloudy sky.© BMW0:33
  10. A person in a rusty helmet and gas mask looks down, surrounded by other similarly dressed figures in a desolate, war-torn landscape.© BMW0:36
  11. Four children in school uniforms are seen from behind the front seats of a car, looking around with surprised expressions as they are driven.© BMW0:42
  12. A woman with dark hair and bangs, wearing a dark jacket, smiles while driving a car on a mountain road at dusk.© BMW0:49

Stills © BMW. Made by Goodby, MJZ and Dante Ariola.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A legendary hero's epic journey, with a BMW X7 as the source of her power.

Tagline: “Make everything.”

heroic journeylarger-than-life charactersmythical challengesunlikely heropower revealmodern vehicle in fantasy setting

The cut

Length
58 s
Shots
53
Average shot
1.1 s

What creatives use BMW “Legend” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of BMW “Legend”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A wide shot of a deserted city street with tall buildings on either side, and a bridge connecting two buildings in the distance, with smoke rising from the street.© BMWA close-up shot of a car's license plate, which reads "McLANDEN" in gold letters and "DRIVE SAFELY" above it, is shown.© BMWA diverse group of business people in suits run past a stone building with windows, casting long shadows on the wall.© BMWA muscular, long-haired man with a beard, wearing a plaid vest, stands on a city street, holding a large pipe as water sprays from a broken fire hydrant.© BMW
    Frames from BMW “Legend”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of BMW “Legend” in order, with its length, framing and what happens in it.

    A wide shot of a deserted city street with tall buildings on either side, and a bridge connecting two buildings in the distance, with smoke rising from the street.© BMWA close-up shot of a car's license plate, which reads "McLANDEN" in gold letters and "DRIVE SAFELY" above it, is shown.© BMWA diverse group of business people in suits run past a stone building with windows, casting long shadows on the wall.© BMWA muscular, long-haired man with a beard, wearing a plaid vest, stands on a city street, holding a large pipe as water sprays from a broken fire hydrant.© BMWA black SUV drives down a city street as a massive wave of water crashes over the buildings on the right, creating a chaotic scene.© BMWA dark BMW SUV drives through a bustling shipyard, passing by large ships and industrial structures, with workers in the foreground.© BMW
    Length: 58 s · Shots: 53 · Average shot: 1.1 s

  3. 03Ad ideas: every spot built on a heroic journey

    Before you present an idea, you need to know who has done it, and how.

    BMW “Legend” is built on a heroic journey. Search the library by idea to see every spot that uses it.

    Potential Energy Action Network “Vote like a Madre”© Potential Energy Action NetworkDos Equis “Handball”© Dos EquisGobierno de la Ciudad “Orientals”© Gobierno de la CiudadRenault “Hands”© Renault
    Potential Energy Action Network · Dos Equis · Gobierno de la Ciudad · Renault

More commercials by Dante Ariola

  • Mercedes Benz "Soul" (2013) commercial still© Mercedes BenzMercedes Benz “Soul” 2013Dir. Dante Ariola · Merkley + PartnersClio Awards Gold 2013
  • Jim Beam "Parallels" (2011) commercial still© Jim BeamJim Beam “Parallels” 2011Dir. Dante Ariola · StrawberryFrogClio Awards Gold 2012
  • Pepsi "Pass" (2010) commercial still© PepsiPepsi “Pass” 2010Dir. Dante Ariola · TBWA\CHIAT\DAY, USAAICP Awards Winner 2010
  • Budget "Aromatherapy" (2000) commercial still© BudgetBudget “Aromatherapy” 2000Dir. Dante Ariola · Cliff Freeman & PartnersCannes Lions Gold 2000
  • Mars "Settle It" (2015) commercial still© MarsMars “Settle It” 2015Dir. Dante Ariola · DDBCannes Lions Silver 2015
  • GE "Childlike Imagination" (2014) commercial still© GEGE “Childlike Imagination” 2014Dir. Dante Ariola · BBDOEpica Silver 2014

More from Goodby

  • Comcast "Future Hopping" (2010) commercial still© ComcastComcast “Future Hopping” 2010Dir. Smith & Foulkes · GoodbyD&AD Yellow Pencil 2010
  • Chevrolet "Achilles Freedom Team 2011" (2011) commercial still© ChevroletChevrolet “Achilles Freedom Team 2011” 2011Dir. Patrick O& · Goodby

Award-winning auto commercials

Questions

Who directed the BMW “Legend” commercial?

Dante Ariola directed it, produced by MJZ, for the agency Goodby.

Which agency made BMW “Legend”?

Goodby created it for BMW (2020).

What awards did BMW “Legend” win?

6 awards, including British Arrows 2020 Craft Gold — Colourist, Epica 2019 Silver Post Production & Visual Effects, Kinsale Sharks 2019 Silver Film Craft (International) - CGI/Visual Effects and AICP 2020 Honoree Compositing & Visual Effects.

What is the tagline of BMW “Legend”?

“Make everything.”

Sources for the credits and awards

britisharrows.comaicpawards.comwinners.epica-awards.comweb.archive.orgweb.archive.org