BMW has launched a global multi-channel brand campaign to spotlight its growing range of fully electric vehicles, including the BMW i4, i5, i7, iX1, iX2, iX3, and iX.
The campaign emphasizes the core values synonymous with the brand—performance, cutting-edge technology, and driving pleasure—while celebrating its transition to electric mobility.
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Centered on a 30-second TV commercial, the campaign captures the “soul” of BMW through a dynamic journey of its history, from motorsport triumphs to innovative design, concluding with the brand’s shift to electric vehicles.
Featuring the hit song “Beautiful Things” by Benson Boone, the ad aims to emotionally engage viewers, leveraging Boone’s track, which has amassed over 1.3 billion Spotify streams and gained popularity on TikTok.
The commercial is accompanied by five social media reels highlighting BMW’s strengths in performance, heritage, innovation, motorsport, and community. A series of additional reels further explores the brand’s electric lineup.
Photo assets showcasing the cars in natural environments and varying lighting conditions complement the campaign.
“This emotional campaign celebrates the unique soul of BMW that has defined us from the beginning and continues in our electric models,” said Bernd Körber, Senior VP of BMW Brand and Product Management.
Source: BMW Unveils Global Multi-Channel Campaign for Emission-Free Premium Mobility
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