• by Fern Siegel , September 5, 2025

AI, deep fakes, reality is up for grabs.

That's the impetus behind “Real, For Real,” a new integrated campaign for BMW USA that positions authenticity "as the new disruption."

Albi Pagenstert, head of brand marketing for BMW of North America, added: “At a time when everyone’s using AI to simulate something that looks and feels real, being genuine actually stands out. The campaign reflects a growing belief that in this modern era, staying true to yourself isn’t just a relief for customers — it creates an edge for brands like BMW.”

Created by Goodby Silverstein & Partners, the campaign contrasts AI visuals with something authentic: a beautiful BMW Certified vehicle. The spots — here, here and here — center on a bottom-line issue: This is real luxury.

“We used AI to prove a point,” said Rich Silverstein, GS&P co-founder. “There’s something powerful about showing how fake the world’s gotten — then contrasting that with something you can actually trust.”

Directed by Win Bates of Tool, the campaign extends across TV, YouTube and social media. The radio ad explains the voice singing isn't even human.

All spots carry the same message: It's not real. It's AI. A certified BMW is the real deal.