The Daytona 500 24-hour race marks the start of the North American racing season so BMW Motorsport celebrated the start of a special season with a short film celebrating the return of Alex Zanardi to the German auto brand’s endurance driving team.
The video, which marks the return of the Italian racing legend to BMW to race the #24 BMW M8 GTLM car at Daytona 2019, is running across the auto brand’s digital and social channels.
Zanardi lost both of his legs in a Cart crash back in 2001 and has since overcome the odds and battled through adversity to race again with prosthetic legs.
But, after finding the prosthetics inadequate for long-term endurance usage, the auto outfit’s engineers developed a one-of-a-kind steering wheel that made steering, shifting and controlling the throttle possible using only his hands and a unique lever to break and downshift through turns.
Thus the film showcases Zanardi’s return to endurance racing as part of the BMW four-driver team.
BMW Motorsport teamed up with agency Goodby Silverstein & Partners to create short film showcasing Zanardi’s inspirational return and the BMW technology that made it possible.
The video celebrates both the driver and the engineering team as the ultimate inspiration and the Ultimate Driving Machine and it takes viewers behind the scenes of race preparation: showing Alex from different angles and once again, emphasizing his strength and courage.
The film is amplified across the brand’s digital and social platforms.
Never, ever, ever give up. See the inspiring story of racing legend Alex Zanardi's unstoppable drive in the BMW #M8 GTE. @lxznr pic.twitter.com/yQjtE8bgFE
— BMW USA (@BMWUSA) February 4, 2019
The campaign was created for BMW of North America marketing VP Trudy Hardy, brand management and communications boss Wolfgang Gross and motorsports manager Victor Leleu by the team at GS&P, with editing, graphics and mix by eLevel, telecine and VFX from Company 3
Comment:
This emotional, powerful and practical campaign is the debut work new GS&P creative directors Matt Edwards and Wes Phelan, after the agency won the account after BMW parted ways with its previous agency KBS.
The duo previously led Adidas Originals for Johannes Leonardo before leaving that agency last summer to launch MWWM.co.
Following Daytona, Zanardi will return to paralcycing training for Tokyo 2020.
Zanardi won two gold medals in the 2016 Paralympics in Rio de Janeiro.
Links:
BMW of North America
https://www.youtube.com/user/BMWUSA
https://www.facebook.com/BMWUSA
https://www.instagram.com/bmwusa/
Goodby Silverstein & Partners
https://goodbysilverstein.com/
NASCAR
https://www.facebook.com/NASCAR/
https://www.instagram.com/nascar/
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