BMW of North America x Hacks

BMW of North America partnered with the Emmy Award-Winning series Hacks to showcase how their luxury vehicles allow you to be the boss — even if you play an assistant on TV. In a custom co-branded commercial spot, Mark Indelicato — the actor who plays Damien in the show — appears as himself to highlight how BMW vehicles have all the precision and flair of his character, leveraging clips from the series to help demonstrate. He also highlights how he brings the spirit of his character to his everyday life, emphasizing the ways that BMW X7’s design and performance align with his own high standards.
BMW of North America partnered with the Emmy Award-Winning series Hacks to showcase how their luxury vehicles allow you to be the boss — even if you play an assistant on TV. In a custom co-branded commercial spot, Mark Indelicato — the actor who plays Damien, main character Deborah Vance’s assistant in the show — appears as himself to highlight how BMW vehicles have all the precision and flair of his character, leveraging clips from the series to help demonstrate. He also highlights how he brings the spirit of his character to his everyday life, emphasizing the ways that BMW X7’s design and performance align with his own high standards.
The Title Sponsorship handily hit its mark, delivering BMW a 20% lift in Brand Consideration, a 25% lift in Model Consideration for the BMW X7, and a 130% lift in Visits to BMW’s website.