| Title | CEO |
| Agency | Openco- The Open Collaboration |
| Campaign | BMW Original Parts |
| Advertiser | BMW |
| Brand | BMW |
| Date of First Broadcast/Publication | 2017 / 3 |
| Business Sector | Automotive |
| Story | BMW Original Parts radio campaign. Proving how almost the right part, doesn't do quite the right job. A major impediment to increasing sales of BMW Original Parts is the proliferation of cheap, knock-off parts in the market. While at first glance, these parts appear to be adequate, the truth is that 'almost' isn't good enough and they simply won't do the same job as a BMW Original Part. Each ad in this campaign plays into a dramatic Hollywood trope - the CEO delivering a rousing speech, the coach inspiring his team at half-time, the lawyer delivering a stirring closing argument in defence of his client. Delivered theatrically, and scored by dramatic music, each soliloquy sounds generally impressive at first. However, when you listen closely, you notice that they are riddled with malapropisms and mixed metaphors. It is the perfect analogy for non-original parts. Even if they seem adequate at face value, they don't have what it takes to deliver to the standard a BMW demands. |
| Media Type | Radio |
| Length | |
| Creative Director, Copywriter | Mark Northcroft |
| Chief Creative Officer | Louis Gavin |
| Creative Director | Darren Borrino |
| Creative Director | Kyle Schoeman |
| Creative Director | Team Rutherrino |
| Production Company | Howard Audio |
| Executive Creative Director | Rob Rutherford |
| Producer | Belinda Howard |
| Agency Producer | Shoni Nekhabambe |
| Music & Sound Design | Lebo Maboa |
| Music & Sound Design | Adam Howard |
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