Emotional market launch campaign of the new BMW 3 Series

The new BMW 3 Series Sedan is shaking things up in the premium segment of the mid-range with an emotional new market campaign. 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.