DANIELS BMW

Driven by excellence

Daniels BMW is the Lehigh Valley's home for BMW, a family-run Allentown dealership founded in 1962 and awarded its franchise in 1974, built over five decades on giving every visitor a genuine luxury experience.

By 2019, the Daniels team wanted marketing that matched the cars on the floor. General Manager Christian Carlson brought in Ruckus to concept and produce Driven by Excellence, a campaign built around a bold move for a regional dealer: putting professional football players on camera.

Borrow the aura of the pros

Ruckus cast NFL players, including Philadelphia Eagles, to fuse the excellence people cheer for on Sundays with the excellence parked at Daniels BMW, built on one equation: performance is mindset plus capability.

Signed eight days after the proposal landed, the 15-month engagement scoped four film concepts, each mastered as a long-form film and a broadcast-ready TV spot, produced inside BMW's corporate identity system down to how a car may be lit and cropped.

The films

Ruckus wrote, shot, and cut spots featuring NFL players Brian Poole and Willie Snead IV, extending the campaign into print, out-of-home, and the dealership's own social channels, and training staff to carry it further.

A hometown dealership with big league pull

Driven by Excellence ran across the Greater Philadelphia and Lehigh Valley markets, giving a local, family-run dealer a presence with big-market production value, with the first hero films cut and delivered the same year the campaign was signed.