The campaign “Summer On,” for BMW Sales Event, explores Einstein’s relativity theory, which states that time isn’t absolute, but a function of speed. Therefore, the faster one moves, the slower one senses the passing of time.

When brought to a brand level, the spot brings to life how a second inside a BMW is different than a second outside a BMW. The voiceover explains how the miracle of summer happens, and the math behind it: Only 93 days. Or 8 million seconds. 

Summer On - Relativity Anthem


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Agency: Goodby Silverstein & Partners
Co-Chairman: Jeff Goodby, Rich Silverstein
Creative Directors: Roger Baran, Sam Luchini
Art Directors: Nando Sperb, Bennett Austin, Neha Guria
Copywriters: Roger Baran, Sarah Vella-Labrador
Executive Producer: Benton Roman
Production Company: Serial Pictures
Director: John Hillcoat
Director of Photography: Hoyte van Hoytema
Graphic Producer: Jim King
Photographer: Anton Watts
Client: BMW