Not all heroes wear capes. A perfectly-true statement, mainly if we travel back in time, to our childhood, when our imagination dictated that our dads were the only heroes the world needed to be saved from despicable, yet imaginary villains. Frankly, you don’t have to be a child to believe in superheroes because they appear everywhere nowadays; that, if you know where to look…
In our eyes, our father was the superhero who always fought to achieve balance in his life, trying to juggle between his work and his personal life. But have you ever thought that our deepest dream may one day come true?
Wieden+Kennedy Shanghai worked closely with BMW China to make it happen. Together, they released a 14-minute-long video titled “Wonderdad,” in which the partners celebrate both the launch of the brand-new BMW X3—the reliable car for reliable people—and the power of kids’ imagination that can easily break strict boundaries of reality.
Released on the same day when the new BMW X3 was launched in China, the film is accompanied by a short movie trailer. Long story short, the video’s storyline follows the life of a father whose little child watches him as he struggles with the pressure of being a reliable dad and a successful businessman.
Being too young, the son does not fully understand his father’s complex life. So he makes up a story to explain his dad’s somehow-weird behavior. He imagines a fantastical place where his parent needs to kick some villains’ butts in order to spend some quality time with him. His favorite adult also has to face a Dark Queen, a gang of Kung Fu fighters, and a bunch of hostile kidnappers. But thanks to his masterful fighting skills and to an all-new BMW X3, the father succeeds to escape from this situation in a highly dramatic manner.
“Reliability is a quality that is often taken for granted, yet we all need that person who is the anchor of stability in our lives. We wanted to make their struggle larger than life by showing it through the wild imagination of a child. It’s a universal insight that touches so many lives, including mine as a new father,” explained Okan Usta, Creative Director at W+K Shanghai in a press release.
Check out the full video below to see how the father defeats the imaginary villains. But we should warn you: this is not your typical car chase movie. It is way better! So, grab some popcorn and follow the dad in his mission to defeat villains only to spend some quality time with his son! Just like any other father would, of course…