Under the slogan 'The first of a new era,' the campaign combines BMW's heritage and innovation with the introduction of the BMW iX3 — the first model built on the carmaker's Neue Klasse platform. The name is no coincidence: back in the 1960s, BMW created the automotive design under the same banner. Now, with the BMW iX3 and the "new" Neue Klasse, the company aims to continue this innovation, says BMW.

At the center of the campaign is a 120-second brand film that premiers at the International Motor Show Germany in Munich and is rolling out globally across all markets. The film — shown on TV and digital channels — tells the story of BMW's history, featuring 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, says the company.

In addition to the main film, the campaign includes 10 product shorts, a launch film and content specifically optimised for digital channels. With an aim of tailoring 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, adds the company.

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."

All the films will be presented worldwide across BMW touchpoints including TV, social media channels and digital platforms, adds the company.

Coinciding with the model premiere, BMW has also refreshed its brand identity: working together with BECC Agency, the brand design was updated, and photographer Alex Rank developed a new visual language to complement it, concludes the company.

For more information, visit www.bmw.co.za. You can also follow BMW on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor