It’s the 50th anniversary of BMW M and Serviceplan Hamburg has turned that into a four-chapter global campaign under the banner, We are M.
The final chapter, The XMinded, launched on November 3 and coincides with the release of the new flagship vehicle, BMW XM.
Each chapter of the campaign features M-relevant protagonists, including fans of the brand and formative figures such as the first BMW M managing director and racing driver, Jochen Neerpasch. Chapter 4 features 6-times Grammy nominated US jazz musician, Chief Adjuah, aka Christian Scott, chosen as a parallel to the XM for boldly breaking new ground, moving freely between a wide variety of musical genres and repeatedly explores the genre conventions of jazz in new ways.
The new film was directed by Chehad Abdallah with production companies EASYdoesit and Neverest.
Jakob Eckstein, creative managing director of Serviceplan Hamburg, commented, “50 years of BMW M not only celebrates the successful motorsport history and numerous top performances. The brand also enters the next chapter, The Ultimate Electrified M Power. As a car enthusiast, executing such a campaign certainly has your heart beat at autobahn-speed in many moments.”
The final chapter of the BMW M anniversary campaign can be seen primarily in the core markets of the US, China, and the Arab Emirates online and on social media with images by photographer, Phillip Himburg.
Serviceplan Hamburg’s first three chapters of the anniversary campaign are:
- One Team. One Passion
2. A legend is reborn
3. Ready for the next chapter
Credits:
Agency: Serviceplan Hamburg
Managing Director: Jakob Eckstein
Executive Design Director: Sebastien Stabenau
Creative Directors: Bastian Tripp & Damian Kuczmierczyk
Account Director: Sebastian Greven
Account Managers: Berhe Seuetom & Nelli Walker
Chapter 4:
Production Company: Neverest
General Manager: Christoph Köhler
Agency Producer: Katrin Habermann
Production Company: EASYdoesit
Director: Chehad Abdallah
Photographer: Phillip Himburg
DoP: Konstantin Mazov
Executive Producer: Gregor Möllers
Producer: Selina Kaiser
Music: Chief Adjuah
Composition: Nikolai Potthoff, Timor Litzenberger, Sebastian Zenke & Fabian Reifarth
Sound Design: Philipp Monk & Martin Seyer
Executive Producer: Nikolaus Grunert
Mix: Not A Machine
Editor: Anselm Koneffke:
Colour Grading: Julien Alary
VFX: Ambassadors
VFX Supervisor: Bas Moonen
Lead Project Manager: Sophie van Kooten
