2026

Hacks Partnership

Entrant

Critical Mass

Category

Integrated Marketing - Integrated Marketing Campaign

Client's Name

BMW of North America

Country / Region

Canada

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.