Cannes Lions

The Ultimate Self-Driving Machine

GOODBY SILVERSTEIN & PARTNERS, San Francisco / BMW / 2021

Film

Overview

Entries

Credits

Overview

Execution

This past April Fools’ Day, BMW introduced “the ultimate self-driving machine”—the new BMW M4, a car you actually drive yourself.

The short film stars the charming Milo Ventimiglia and tricks viewers into believing the car is fully autonomous before revealing that the M4 actually has manual transmission and Milo has been in complete control—that is, “self-driving”—the entire time.

For the first half of the film, the BMW M4 pulls off mind-blowing drifts, edge-of-your-seat handling and thrilling reverse 180s. These, paired with Milo’s serene reactions, pull the audience in before landing the April Fools’ joke with a wink and a smile.

The digital campaign launched on April 1 with presence on YouTube, TikTok and Instagram, as well as in digital placements including CBS Sports and Yahoo Sports.

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