BMW has unveiled an innovative global brand campaign that showcases its luxury models, including the BMW 7 Series, BMW 8 Series, BMW X7, and BMW XM, against breathtaking natural backdrops. This new multi-channel campaign is designed to capture the attention of an international audience and emphasize the exclusivity, performance, and sophisticated design of BMW’s high-end vehicles.
The campaign launched on the BMW YouTube and Instagram channels, with additional content planned across various platforms, including outdoor and print advertising, and TV commercials. Starting in the USA, the campaign will expand to Germany, China, Great Britain, Japan, South Korea, Czechia, Poland, and the Middle East from September 2024.
“The new brand campaign centers around the unparalleled performance, sophistication, and distinctive style of our most exclusive models,” said Bernd Körber, Senior Vice President of BMW Brand Management and Product Management. “The campaign imagery invites viewers to experience the passion for design, craftsmanship, and cutting-edge technology that defines every BMW.”
The campaign’s first release, a 60-second film titled “Lifelines,” focuses on the BMW i7, the flagship model in BMW’s all-electric lineup. The film presents the BMW i7 as a symbol of progressive luxury, moving through a landscape bathed in atmospheric light, accompanied by a powerful music score. The campaign positions the i7 as the vehicle of choice for those who confidently embrace the future and shape their own destiny.
Other striking visuals in the campaign include the BMW 8 Series Coupé set against the dramatic contours of a rocky landscape, the BMW X7 at the base of snow-capped mountains, and the BMW XM on a windswept beach with crashing waves. These powerful images are complemented by the full name “Bayerische Motoren Werke,” emphasizing BMW’s rich heritage and ongoing success in the luxury segment.
With this new campaign, BMW aims to deepen the connection between its brand and luxury consumers worldwide, highlighting its century-long tradition of excellence and innovation.
