Last year,, BMW of North America signed San Francisco-based Goodby Silverstein & Partners as its lead agency of record for national brand creative, as well as regional and dealer creative work in the United States. Goodby won the creative account after BMW cut ties with its long-time partner, KBS.

Last month, Goodby Silverstein & Partners officially hired the creative duo of Matt Edwards and Wes Phelan to lead its BMW business. They had previously led Adidas Originals for Johannes Leonardo before leaving that agency last summer to launch MWWM.co.

Now the creative duo is launching their first spot for BMW featuring racing legend Alex Zanardi. The ad, which is running on BMW’s social and digital channels, is named “Zanardi human meets machine” and focuses on Alex’s debut this month at the Daytona 24 Hours.

The short clip takes us behind the scenes during the race showing Alex from different angles and once again, emphasizing his strength and courage.


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