New Delhi: This holiday season, BMW is spreading cheer with a heartwarming campaign titled “The Gift,” showcasing the enduring power of driving to connect generations. The campaign’s centerpiece is a touching film featuring young Tim, who seeks the perfect Christmas present for his grandmother. His quest leads him to a unique gift that rekindles the joy of driving for both himself and his grandmother.
The film, set in Vienna and soundtracked by Run-D.M.C.’s classic “Christmas in Hollis,” beautifully captures the spirit of the season. Tim’s journey to find a gift that resonates with his grandmother highlights the importance of shared experiences and the enduring legacy of BMW’s “Joy of Driving.”
The campaign also subtly spotlights the BMW 1500, a model that marked a turning point for the brand in the 1960s as part of the Neue Klasse series. By featuring this iconic car, BMW connects its past with the present, emphasizing the timelessness of its core values.
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Beyond the heartwarming narrative, the campaign is a multi-platform initiative spanning social media, streaming services, and traditional television. BMW is engaging audiences on YouTube, LinkedIn, and Instagram, with further activations on Netflix in Germany and the UK.
The creative agency Jung von Matt spearheaded the campaign concept, collaborating with BMW’s marketing team and the production company Hochkant. PIRO GmbH further extends the campaign’s reach through social media engagement, inviting the online community to participate in festive puzzles and explore the idea of gift-giving in the context of automotive passion.
