As Co. Create’s Joe Berkowitz wrote: “There’s a difference between straight-up schmaltz and the subtle tugging of heartstrings, and the latest ad from BMW stays on the better side of that line”. One of the reasons why this new ad isn’t an unoriginal and cheesy ‘heartwarmer’, is the fact that the seemingly cell-phone shot footage was filmed by 50 staffers from Kirshenbaum Bond Senecal + Partners, New York, the agency behind the ad, on their cameras and cell phones while going home for Thanksgiving. The surprisingly genuine shots automatically gave a tone of warmth and humanity to the ad, later combined with an original score and tagline “There’s no road like the road home” and a simple “Happy Holidays” at the end. This way, BMW has shown us that not only does its product take us where we truly want to be (home is where the heart is, right?), but also that a brand can show emotion and a bit of holiday spirit without distributing an utterly fake and artificial ad.