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Home / Reclame / Jonathan Banks lends not-so-grandfatherly auto advice as ‘Frampa’

Jonathan Banks lends not-so-grandfatherly auto advice as ‘Frampa’

Any fan of “Breaking Bad” knows that Jonathan Banks plays the ultimate fixer. That made Banks the perfect choice to play the salty sage teaching the next generation of DIYers to do right by their cars in a new campaign from Fram Group and its Midwest-based creative agency Laughlin Constable.

The new campaign seizes on the insight that Millennials who change their own oil often look past perhaps the most important part – the oil filter. And with oil filters, there’s a cheap way and a right way. Enter “Frampa,” a crusty elder who helps the younger generation buy the right oil filter, the FRAM oil filter, for their cars.

“People used to learn about changing their oil from someone more experienced, like a father or an uncle. Those older guys historically reached for the FRAM filter. But the current generation hasn’t been taught the value of using the right filter and they reach for the cheap one,” says FRAM Brand Manager Brian Kelley. “So we wanted to introduce the kind of mentor who people would trust to help them do the whole job right.”

The character was perfectly embodied by Banks, famous for his work on “Breaking Bad” and “Better Call Saul,” long before he agreed to the campaign. “Jonathan Banks was choice one, two and three for Frampa,” says Dan Fietsam, Chief Creative Officer at Laughlin Constable. “Our team loved the juxtaposition of a seasoned advisor who’s long on wisdom and short on BS. This man does not suffer fools.

Communicating sometimes with grunts and groans and an exceptionally tight hand grip, Banks guides a series of novice DIYers. “Your engine will thank me. Now you can get back to your robot music,” Banks says as he tosses the car keys back to a startled looking twenty-something. “They’re not Robots, they’re Swedish,” the younger man says.

The campaign consists of four spots, all filmed in Los Angeles on location in automotive stores and home garages. They were directed by Ric Cantor, best known for his humorous anti-texting spot for the New Zealand Transport Agency.

FRAM Group
Brand Manager – Brian Kelley

Laughlin Constable
CEO, President – Mat Lignel
Chief Creative Officer - Dan Fietsam
Chief Strategy Officer – Mark Carlson
Executive Vice President, Account Services – Renee Haber
Vice President, Media – Emily Harley
Creative Director – Jon Laughlin
Senior Art Director – Dan Koel
Copywriter – Matt Portman
Vice President, Senior Producer – Phil Smith
Group Account Director - Denise Joseph
Account Manager – Lainie Rotenberg
Senior Integration Manager – Mike Murray
Digital Strategist – Dominic Pellitteri
Senior Social Strategist – Lauren Mahomes

Production Company - Hungry Man
Director - Ric Cantor
Production Company Producer – James Kadonoff

Editorial Company - Hive
Editor - Lauren Brandoff
Motion Graphics Artist – Margaret O’Brien

Music House & Audio Mix - Mix Kitchen/Chicago
Composer - Craig J. Snider
Engineer - Sam Fishkin
Color - Nolo Digital Film/Chicago
Colorist – Mike Matusek


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Succumb to Wanderlust in BMW Motorrad’s Epic Road Trip Film

M&C Saatchi and Ben Perry capture the magic of the open road in branded short content film for the new 3ASY RIDE.

BMW Motorrad unveils an epic branded short content film, 'The Someday Ride', to launch its new 3ASY RIDE motorcycle in the US market. Creatively devised by M&C Saatchi and directed by Ben Perry, the rousing film aims to broaden what it means to be a motorcycle owner as the BMW Motorrad seeks to engage a new audience.

'The Someday Ride' takes us on an exhilarating journey as we follow two siblings spontaneously embark on the adventure of their dreams. Pure escapism follows as the newly liberated riders leave behind the distractions of everyday life, ditch their phones and embrace the spirit of the open road. The 3' 53" film ends with the motivational line, 'Your Someday Starts Today' - emphasising the idea at the heart of the new model of empowering people to achieve the ride of their lifetime.
Ben Perry, who is represented by Armoury in the UK and hobnob in the US, teamed with M&C Saatchi early in the creative process allowing him to execute his distinctive style. His unique flair for capturing naturalistic performances breathes fresh life into the classic 'road trip' narrative, while stunning cinematic visuals give the film a mesmerising richness.

"It's not very often you get to be a part of the creative from the ground up, so I was excited by the possibility of shaping the whole film. I worked closely with the team to develop the script and draft each version, meaning I could develop some additional ideas. For example, I loved the idea of, juxtaposing voicemails with the characters' journey in place of a conventional voiceover." says Ben.

The team pushed the creative boundaries of traditional motorcycle advertising, broadening BMW's appeal to a wider audience through its young, ethnically diverse cast: "We're so used to seeing cool, bearded motorcyclists in this genre or a couple taking a romantic getaway" comments Ben. "We really wanted to push the boat out when it came to casting. So we decided to tell the story of a brother and sister, which felt like a more relatable, interesting and unique relationship to explore."
Shot over four days, the shoot required extensive preproduction and precise scheduling to capture the expansive range of locations. Deciding early on to shoot without artificial lighting, the team planned according to sunlight hours to get maximum coverage of the landscapes. Ben explains: "We shot with a small crew and travelled light. Because we were travelling long distances between locations to get the best variation of landscapes, we had to time things to a tee to make of the most of the shoot day."

Advertiser: BMW Motorrad
Creative Agency: M&C Saatchi
Production Company: Armoury
Director: Ben Perry

YouTube link to film:

The film is now live on BMW Motorrad’s website and social channels.

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