Sometimes the best creative idea lies in a saying we all know:

“Junge, Junge!” – an exclamation full of amazement and recognition.

This is exactly where our concept for our new BMW radio spot about young used cars comes in. The challenge: young used cars must not sound like a compromise, but like a smart choice.

But how do you say “used” in a way that makes it feel “fairly new”?
The commercial tells the story of the moment between two friends when real desire arises. The slogan “Junge, Junge” (boy, boy) becomes the creative anchor that leads loosely and uniquely to the product name “Junge Gebrauchte” (young used cars). That makes this simple idea simply unique!

The creative idea and implementation of this radio spot came from just GmbH.