This year's BMW festive campaign, entitled "The Gift", tells the moving story of little Tim, who wants to give his beloved grandmother a very special present. At the same time, on its current path to the New Class, the brand looks back at an icon of automotive history that heralded a new era for BMW under this name in the 1960s. The sensitively staged film at the heart of the campaign shows in two ways how the joy of driving connects generations.
The story of the film begins with a stroll through a festively decorated city center. Tim and his parents are looking for a Christmas present for his grandmother. No matter what traditional suggestions his parents make, the 7-year-old rejects one after the other with a self-confident gesture. Finally, in a shop window, he discovers exactly the gift that would make his grandmother - and himself - the happiest. Tim's parents are initially puzzled, but then decide to trust their son.
When Tim's grandmother opens the huge parcel with her family on Christmas Eve, a BMW Junior Seat is revealed. It is immediately clear to both of them: Tim and his grandmother can now enjoy rides together in their classic BMW 1500. Because joy is the most precious gift - and driving pleasure unites young and old.
The entertaining festive clip emphasizes the brand essence of driving pleasure and makes the BMW 1500, which was launched more than 60 years ago as the New Class, the secret star of the campaign. The film was shot in Vienna and is accompanied by the 1980s Christmas classic "Christmas In Hollis" by the US hip-hop band Run-D.M.C.
Social media activation calls on the community to interact
The idea and concept for the current festive campaign came from the Hamburg-based creative agency Jung von Matt. In collaboration with BMW Marketing and the Munich-based film production company Hochkant, a 100-second film was created that will be played on BMW's social media channels. It will also be activated on Netflix in both Germany and the UK. A 60-second version of "The Gift" will also be shown on German free TV during the holiday season.
PIRO GmbH is responsible for expanding the campaign on the brand's social media platforms. The idea of the special and unconventional gift is taken up in an accompanying series of posts, among other things. Festive visuals show vehicle parts wrapped in wrapping paper that pose a small riddle for the community.
Generations in dialog - a modern look at an important BMW classic
The joy of driving and the fascination for the classic BMW 1500 are universal and timeless. Another social media series plays with this cross-generational feeling in a particularly charming way. Tim tries to interact with the classic car in the same way he does with modern vehicles.
The fact that the New Class from the 1960s has neither electric windows nor the BMW Intelligent Personal Assistant or other ultra-modern features doesn't matter, because Tim's grandmother always has a trick or gimmick up her sleeve to maintain the illusion, inspire the boy's imagination and convey true joy.
