Capturing the rhythms of driving pleasure: highly emotional campaign for the market launch of the new BMW 3 Series.

Munich. The new BMW 3 Series Sedan is shaking things
up in the premium segment of the mid-range. With wide-ranging
innovations, the seventh generation of the sports sedan embodies the
brand’s hallmark driving pleasure in particularly progressive style.
Newly developed suspension technology and powerful engines generate an
irresistible urge to move – and the new BMW 3 Series Sedan also sets
the tone in the field of connectivity with the BMW Intelligent
Personal Assistant. Inspiring sounds and animating rhythms are key
elements of the worldwide campaign created especially for the market
launch of the new model, too. In an elaborately produced campaign film
designed to be played on diverse communication channels, dance is
featured as the expression of supreme joy, symbolising the agile
driving response of the new BMW 3 Series Sedan.


“The new BMW 3 Series is all about compact driving pleasure for
the young, urban generation that is always connected”, says Uwe
Dreher, Director Brand Communication BMW, BMW i, BMW M. “With our new
communicative approach we’re aiming to position the sports sedan in
cool, laid-back style on all channels and formats.” The main element
is a 90-second version of the campaign film, but the latter has also
been used as a basis for the production of 30 and 15-second cut-downs
for posting on social media.


The highly emotional video clip was shot in the US movie capital
of Los Angeles. In order to create highly spectacular images, director
Knut Burgdorf used Hollywoodstandard equipment including the very
latest camera drones which capture the car perfectly at unusual angles
and in particularly dynamic situations on the road. And the new BMW 3
Series Sedan moves harmoniously to the rhythms of the song
“Nevermind”, written exclusively for the campaign film by Israeli
musician Dennis Lloyd – just like the dancers that appear in the clip.
The latter were directed by renowned choreographer Litza Bixler, who
has previously been responsible for the artistic quality of dance
scenes in numerous blockbusters as well as in collaboration with bands
such as Muse and Jamiroquai.

 

For the BMW Group the following persons were responsible for the campaign:

Uwe Dreher, Director Brand Communication BMW, BMW i, BMW M Kirsty
Skinner-Gerth, Head of International Campaigns, Artwork, Film,
Entertainment Marketing Ann-Kathrin Geertz, International Campaigns
BMW, BMW i, BMW M Daniela Sykes, International Campaigns BMW, BMW i,
BMW M, Project Manager

 

Fuel consumption, CO2 emission figures
and power consumption were measured using the methods required
according to Regulation (EC) 2007/715 as amended. The figures
are calculated using a vehicle fitted with basic equipment in
Germany, the ranges stated take into account differences in
selected wheel and tyre sizes as well as the optional equipment.
They may change during configuration.
 
The figures
have already been calculated based on the new WLTP test cycle
and adapted to NEDC for comparison purposes. In these vehicles,
different figures than those published here may apply for the
assessment of taxes and other vehicle-related duties which are
(also) based on CO2 emissions.
 
For further details
of the official fuel consumption figures and official specific
CO2 emissions of new cars, please refer to the “Manual on
fuel consumption, CO2 emissions and power consumption of new
cars”, available at sales outlets, from Deutsche Automobil
Treuhand GmbH (DAT), Hellmuth-Hirth-Str. 1, 73760
OstfildernScharnhausen and at https://www.dat.de/co2/ free
of charge.