In BMW’s new brand campaign, there is no long, winding road; no city traffic; no product feature ECUs. There is an octopus; an octopus performing an impressive underwater waltz. The octopus is 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 unveiled its 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 Jung von Matt describes the performance potential of the Heart of Joy in the film, Octowaltz.
At the heart of the campaign is the octopus with its decentralised nervous system, that 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 is 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.
Credits:
Client: BMW Group
Head of Brand: Fabio Olivotti
Content Producer: Max Bauer
Creative Agency: Jung Von Matt
Executive Creative Directors: Thim Wagner & Thomas Heyen
Creative Directors: Marian Schütt & Simon Schaffhöfer
Account Director: Lisa Artake
Heads of Production: Johannes Haverkamp & Jankel Huppertz
Production Company: Untold Studios
Director: Diarmid Harrison-Murray
Creative Director: Tom Raynor
Executive Producers: Josh Davies & Sophie Harrison
Producer: Helen Tang
Production: Parasol Island
Managing Director: Philip Hansen
Executive Producer: Philippe Stalla
Producers: Felix Niehoff & Christopher Scheimann
Post Production & VFX: Black Kite
Colourist: George K
Editing: Tenthree
Editor: Quin Williams
Music & Sound: Hello Robin
Composer: Max Perryment
