BMW present a new era of driving pleasure
Jung von Matt launches an international campaign to spotlight the new BMW iX3 and usher in a new era of sheer driving pleasure.
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Vehicle brand BMW, together with its lead agency Jung von Matt Hamburg, has launched this new campaign directed by Alex Rank spotlighting the BMW iX3.
Under the slogan The first of a new era, the campaign combines BMW’s rich heritage and innovative strength with the introduction of the BMW iX3 – the first model built on the carmaker’s forward-looking Neue Klasse platform. The name is no coincidence: back in the 1960s, BMW revolutionised automotive design under the same banner. Now, with the BMW iX3 and the “new” Neue Klasse, the company is continuing this legacy of innovation.
At the centre of the campaign is a 120-second brand film that premiered at the International Motor Show Germany in Munich this week and is rolling out globally across all markets. The film – shown on TV and digital channels – tells the story of BMW’s unique history, featuring iconic models such as the BMW 1800, the M1, the BMW 3 Series E30, the BMW X5 and the electrified BMW i8, before culminating in the new iX3 as the beginning of a new chapter.
Credits
View on- Agency Jung Von Matt/Hamburg
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- Director Alex Rank / (Director)
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Credits
View on- Agency Jung Von Matt/Hamburg
- Director Alex Rank / (Director)
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Credits
powered by- Agency Jung Von Matt/Hamburg
- Director Alex Rank / (Director)
In addition to the main film, the campaign includes 10 product shorts, a dedicated launch film and content specifically optimised for digital channels. Tailored to platform mechanics, these formats are designed to make BMW’s emotional brand promise – Joy of Driving – tangible on social media: fast, relevant, and globally scalable. The films were produced by Tempomedia.
Andreas Ernst, Managing Director of Jung von Matt HAMBURG, comments: “The automotive market is experiencing the most profound transformation in its history. For a brand like BMW, which has often been ahead of the competition, innovation is essential. But to truly differentiate on a global scale, brands need a promise that is both relevant and emotional – and BMW has that like no other car brand. BMW literally invented sheer driving pleasure – and now, with the Neue Klasse, is bringing it into a new era.”
