Like most car companies, BMW was envious of Lexus’ holiday campaign. We were tasked with creating a similarly successful campaign with a budget smaller than the Ultimate Driving Machine’s sticker price. Well, maybe not a 3 Series. But for less than it takes to drive a 5 Series off the lot, we created a campaign around the idea of BMWs being carefully built to bring joy to their drivers. We took existing footage that was filmed at their state-of-the-art factory and edited it to a hip-hop remix of Dance of the Sugarplum Fairy to create something BMW felt was ultimate enough to run for two consecutive years.