The New 7 Series

M80 responsibilities: everything :)

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We were approached with a simple ask - How would we launch a BMW? The result is a 60s spot that is as much the flavor of Mile 80 as it is the power and aggression of a BMW.

About 20 years ago, short films called “The Hire” defined BMW as the pinnacle of advertising for our founder. Today, the brand is a little more tame. Our goal with this spot was to help express that BMW has gone beyond the monnicker of the ultimate driving machine….and towards something more ALIVE.

This spot is meant to represent that a powerful luxury car is as much an animal as it is a machine. It’s the energy and vibe of a Tiger more so than the engine sitting inside the frame.