New BMW “Joy” TV ad by Chemistry

Award winning Irish creative studio Chemistry have released their new TV advert for BMW Ireland. Unusually for an Irish car advert it was conceived and filmed in Ireland, rather than just being a slightly altered version of an ad from another country. It’s great to see, and we look forward to their next one. The text accompanying the advert on their website would suggest they are too.

“Once in a while, if you work in advertising, and you say your prayers, you get to work on a TV ad you really, really want to work on. One that makes all those evenings spent in dusty studios, drinking Red Bull and eating Custard Creams, watching a food stylist drip some yellow fat onto a ‘hero scone’ art-directed within an inch of its life, hopping from foot-to-foot in frustration as the director goes for the 500^th take, worthwhile.

It was worth waiting for our new ad for BMW. First of all, it’s a car ad. Second of all, it’s for BMW. In terms of opportunities, there are few better. Especially when one considers how few car ads are originated in Ireland. There have been honourable exceptions from VW and Toyota over the years, but most automotive work tends to be local adaptations of campaigns created for other markets, or bottom-of-the-barrel, retail-driven scrappage ads. So the chance to write, shoot, and air in Ireland an ad for one of the world’s premium brands was almost too good to be true.

Add in a great client, and a brilliant director and production company (Anthony Byrne at Russell Curran Productions) and you get a piece of work to be proud of. Ok we’re slightly biased. But did we mention it was a car ad? For BMW? In Ireland?”