BMW X3 Defying Logic

BMW used the 2011 Super Bowl to remind Americans that the company had continued in its commitment to the US economy during the global financial crisis. “Defying Logic” uses documentary technique to tell the story of the all-new BMW X3, designed, customized and produced in a South Carolina factory and exported it to the world.

BMW Defying Logic factory shot

Click on the image below to play the Defying Logic commercial in YouTube

Click on the image below to play the behind-the-scenes video.

The BMW USA Facebook page built anticipation for the new Super Bowl ad with the X3 Matchup, a contest for a two-year lease on a new BMW X3. Fans were invited to guess the configuration of the BMW X3 that would be featured in the advertisement. The X3 Matchup contest runs until February 10th. Entries will be limited to one per day per person and winning is based on a point system. Points are awarded for entry and for correctly matching the BMW X3 configuration. There are 10 million unique configurations available (that’s makes it like winning the lottery) for the new BMW X3.

“We wanted to reward our loyal Facebook friends and give them an opportunity to engage with BMW surrounding this epic game,” said Trudy Hardy, Manager BMW Marketing Communications and Consumer Events. “The X3 Matchup allows us to highlight, in a fun way, the near infinite number of ways BMW customers can personalize a new X3 and the fact that this vehicle is made right here in America.”


The Defying Logic campaign was developed at Kirshenbaum Bond Senecal & Partners by creative director Chris Cereda, creatives Lance Parrish and Will Bright, and agency producer Jill Meschino.

Filming was shot in South Carolina by director Andrew Douglas via Anonymous Content with executive producer Dave Morrison, director of photography Flor Collins, producer Julien Lemaitre and head of production Sue Ellen Clair.

Editor was Andre Betz at Bug Editorial, Los Angeles, with assistant editor Clay Doggett.

Post-Production and VFX were produced at The Mill, New York, by VFX producers Rachel Stones and Claudia Guevara (color), executive producer Verity Grantham, shoot supervisor Eric Pascarelli, 2D lead artists Jeff Robins, 2D artists Tony Robins, Ian Richardson, Adam Grint, Dan Williams, assist team Brendan O’Neil, Brian Houlihan, and colourist Fergus MacCall.