Best Automobile Online Video

BMW of North America partnered with the Emmy Award-Winning series Hacks to showcase how their luxury vehicles allow you to be the boss — even if you play an assistant on TV. In a custom co-branded commercial spot, Mark Indelicato — the actor who plays Damien, main character Deborah Vance’s assistant in the show — appears as himself to highlight how BMW vehicles have all the precision and flair of his character, leveraging clips from the series to help demonstrate. He also highlights how he brings the spirit of his character to his everyday life, emphasizing the ways that BMW X7’s design and performance align with his own high standards.

Contributors:

EVP, Client Partner, Media:	Tim Mosback
SVP, Investment:	Ashwin Khanchandani
VP, Media:	Kim Fitzgerald
VP, Media:	Caroline Navarro
Chief Investment Officer:	Stacey Larson
Associate Media Director:	Liz Smith

CRITICAL MASS

Website: www.criticalmass.com

Location: Canada

About the Agency:

Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus on customers, and an ability to put powerful new technologies to work for our clients. We’re sought by brands who strive for connected digital ecosystems, and we help them get there by gaining deep insight into their consumer and orchestrating data, AI, design, media, and tech stacks around human stories. We’re a global agency founded in Canada, but digital is our home. If you know us, then you know we’re a special, quirky place that attracts big talent and tiny egos. (We actually give out a “so F-n nice” award—lots of them). But just because we’re friendly doesn’t mean we’re not a force to be reckoned with. We’re driven. Relentless. We live our values and hold ourselves to uncompromising design standards (which is probably why our clients stick with us for 7 years, on average). We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries). We’re Critical Mass, but our friends call us CM. Please call us CM!