BMW Suggests an Escape From the Stress of Daily Life in This Expansive Road Trip Ad

Spot from M&C Saatchi says turn off your phone and jump on a motorcycle

Campaign aims at young people who might not otherwise consider a motorcycle. - Credit by BMW
Headshot of Patrick Coffee

Motorcycles. They’re not just for midlife crises anymore!

A new short film promoting BMW’s line of bikes tells the familiar story of a young, strikingly handsome man struggling to deal with the stresses of modern life.

Thankfully, he has an equally stylish sister to pull him away from his smartphone and take him on a four-day, 400-mile trek across California.

Where are they going? Who knows? But they’re going to look great when they get there.

“The Someday Ride” presents an appealing fantasy in which someone can easily escape from their daily life via a sleek set of wheels.

“We wanted to tell people that getting out on that adventure you may have dreamt about is easier than you might think,” said Ron Tapia, creative director at BMW Motorrad agency partner M&C Saatchi L.A. “The film was an exciting opportunity to speak to both legacy and new motorcyclists by taking them along for the ride—with a sister playfully pushing her younger brother to take the leap and beautiful BMW motorcycles to carry the story.”

Of course, most young people don’t have the means to acquire such a ride. But BMW is looking to change all that.

“One of our overarching objectives right now is to inspire a new era of riders,” said Michael Peyton, vp of BMW Motorrad Americas. “And while we’ve got the products and financing programs for them, it’s equally important that we’re speaking their language. ‘The Someday Ride’ was the perfect answer to that challenge.”


Client: BMW Motorrad USA
Agency: M&C Saatchi L.A.
Campaign: “The Someday Ride”

Marketing Communications Manager: Mark Buche

Executive Creative Director: Maria Smith
Creative Director: Ron Tapia
ACD: Stephen Reidmiller
Managing Director: Mike Wilton
Director of Content Production: Dennis Di Salvo
Account Director: Jamie Ortega
Account Supervisor: Jessica Gorelick

Production Company: Armory
Director: Ben Perry
DP: Starr Whitesides
EP: Matt Hitchens
Producer: Christopher Crawford

Editing and Post: Amuse the Butcher

VFX: Rusty Ippolito @ MakeFX

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: February 27, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT