The BMW Group presented its new flagship, the next-generation BMW 7 Series, to the world at BMW Welt in Munich. The BMW 7 Series luxury sedan sets new standards for lightweight design, driving dynamics, comfort, intelligent connectivity and operating systems, and opens new horizons in its class. The classic attributes of high-end sedans, such as luxury, comfort and status, are complemented in the BMW 7 Series in other areas that offer customers decisive added value, with more interior ambience, more personal well-being and more innovative functionality.
Dr. Steven Althaus, head of Brand Management BMW and Marketing Services BMW Group, explains: “The new BMW 7 Series brings positive new aspects to the BMW brand. BMW M represents the “Future of Performance” and BMW i the “Future of Mobility”. The BMW 7 Series stands for the “Future of Luxury”. This thread runs through the entire campaign. Just as ground-breaking as the new BMW 7 Series itself, are the creative partners, settings and innovative approach we have chosen.”
The TV spot, directed by Bruno Aveillan of Los Angeles-based production company Believe, tells a unique story surrounding the new BMW 7 Series’ attraction: The creative concept for “Driving luxury” shows the BMW 7 Series in its environment, a world of modern luxury. The spot was filmed on location at exclusive venues in Spain, such as Calatrava’s Agora in Valencia and the Barcelona Museum of Contemporary Art, MACBA.
The car is being positioned as “the contemporary luxury experience for the performance elite” – an idea expressed in all communication formats.