Common uses his common sense for BMW

In a world where appearances are more convincing and certainty feels rarer than ever, knowing what's genuine has never been more valuable.

The latest campaign from BMW Certified and Goodby Silverstein & Partners, directed by Henry Hobson at MJZ puts that truth on blast, and hands the megaphone to a simple antidote that’s innate to all of us: Common Sense.

To bring the idea to life, BMW partnered with Grammy, Emmy and Academy-Award winning artist, actor, author, activist Common, whose name and perspective both serve as a natural fit for the campaign idea.

“What spoke to me about this idea is how true it feels,” said Common. “Life is only getting more complicated and we’re all searching harder than ever for clarity. Recognising something is real when you see it, often comes down to common sense.”

While authenticity has always been a talking point in the Certified category, the team at GS&P saw an opportunity to approach the subject in a cinematic and unexpected way, creating a campaign that’s equal parts thoughtful and entertaining.

“This campaign is unlike anything we've done for BMW Certified,” said Tim Sumter of BMW. “Humour has always played an important role in our work, but this campaign explores the idea through a more elevated lens. Plus, with Common involved, we had the opportunity to create something genuinely distinctive.”

The campaign dives into the Common Sense idea through two main films, Intersection and Auction.

“We really wanted to elevate the BMW Certified program,” said Rich Silverstein, founder of GS&P. “Genuine isn’t a new theme in the category, but with compelling storytelling, visual direction, and Common on the screen, this campaign strikes a refreshing new tone.”

Beyond the films, the campaign extends online, and in social with further expressions of the common sense perspective, plus radio featuring the unmistakable voice of Common and the message that when you know what's real, the choice becomes obvious.