BMW launches heart of joy campaign
In BMW’s new brand campaign, an octopus performs an impressive underwater waltz, powered by a central nervous system.
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In BMW’s new brand campaign from Jung von Matt, an octopus performs an impressive underwater waltz, powered by a central nervous system. A metaphor for the unique performance of BMW’s new central control unit: the BMW Heart of Joy.
BMW first unveiled this innovative control computer, which calculates all driving dynamics functions, back in April. During its first major test at Auto Shanghai, the Heart of Joy took centre stage as part of the BMW Vision Driving Experience.
Now, BMW showcases the unique performance potential of the Heart of Joy in an incredible film: Octowaltz.
Credits
View on- Agency Jung Von Matt/Hamburg
- Production Company Untold Studios
- Director Diarmid Harrison-Murray
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Credits
View on- Agency Jung Von Matt/Hamburg
- Production Company Untold Studios
- Director Diarmid Harrison-Murray
- Executive Producer Josh Davies
- Executive Producer Sophie Harrison
- Producer Helen Tang
- Creative Director Tom Raynor
- Production Company Parasol Island
- Managing Director Philip Hansen
- Executive Producer Philippe Stalla
- Editing tenthree
- Editor Quin Williams
- Color Black Kite Studios
- Color George Kyriacou
- Sound Hello Robin
- Executive Creative Director Thimoteus Wagner
- Executive Creative Director Thomas Heyen
- Creative Director Marian Schutt
- Creative Director Simon Schaffhofer
- HP Johannes Haverkamp
- HP Jankel Huppertz
- Producer Felix Niehoff
- Producer Christopher Scheimann
- Composer Max Perryment
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Credits
powered by- Agency Jung Von Matt/Hamburg
- Production Company Untold Studios
- Director Diarmid Harrison-Murray
- Executive Producer Josh Davies
- Executive Producer Sophie Harrison
- Producer Helen Tang
- Creative Director Tom Raynor
- Production Company Parasol Island
- Managing Director Philip Hansen
- Executive Producer Philippe Stalla
- Editing tenthree
- Editor Quin Williams
- Color Black Kite Studios
- Color George Kyriacou
- Sound Hello Robin
- Executive Creative Director Thimoteus Wagner
- Executive Creative Director Thomas Heyen
- Creative Director Marian Schutt
- Creative Director Simon Schaffhofer
- HP Johannes Haverkamp
- HP Jankel Huppertz
- Producer Felix Niehoff
- Producer Christopher Scheimann
- Composer Max Perryment
The thought experiment: The octopus is a fascinating creature. Its decentralised nervous system allows it to coordinate individual parts of its body independently, much like a conventional car, where acceleration, braking, steering, and other functions are controlled by separate units.
But what if the octopus could channel its power through one central nervous system, the way BMW's Heart of Joy control unit unites drive, braking, energy regeneration, and partial steering functions?
The result: an unbelievable, perfectly coordinated underwater performance.
The campaign draws a poetic parallel between the fluid movements of the octopus and the driving experience delivered by the Heart of Joy. “Okto the Octopus” waltzes with masterful control, exceptional precision, and effortless agility, while maintaining safety in every situation.
