BMW’s latest campaign has five short films, several clever features and one deeply committed bloke dressed as a Roman soldier.
The brand is pushing its tech story again, this time around the new iX3, BMW’s first Neue Klasse model, and the i7 electric luxury saloon.
Instead of another polished car ad, BMW has made five odd little sketches about people being people.
Two clips deal with BMW Symbiotic Drive in the iX3.
The system allows steering, braking or throttle inputs without instantly switching off driver assistance.
In “Co-Driver”, that means the actual human passenger can stop barking advice. In “Coffee-Brake”, the iX3 drives so smoothly that a forgotten cup on the roof survives the journey. We have questions about wind, but fine.
The “Rome” film brings in the BMW Intelligent Personal Assistant with Amazon Alexa+ support. A husband in Roman costume misquotes history. His wife lets the car correct him. Marriages have ended over less.
BMW also uses “Pit-Stop” to talk up iX3 charging. On a suitable high-power charger, the SUV can accept up to 400kW and add up to 372km in 10 minutes. In the ad, a restaurant kitchen races the charger. The charger wins, naturally.
Finally, “Clips” moves to the i7, where the 14.6-inch Passenger Screen saves a manager from a colleague obsessed with paper clips. That alone deserves hazard pay from HR.
Weird? Yes. But at least nobody is pretending software is exciting without jokes.
