The BMW brand has just launched the biggest luxury model offensive in its history, bringing three prestigious models to market in the space of just 6 months: the new BMW 7 Series (Saloon and Limousine), the new BMW 8 Series (Coupé and Cabriolet) and the first BMW X7. To support this unprecedented triple launch, which positions BMW as a major player in automotive luxury, the brand has opted for a communication plan that is as bold as it is generous, with a separate advertising film for each model. The result is a campaign made up of three spots, each with its own storytelling, but all carrying a common message: "It's by following your dreams that you chart your own course", reflecting the brand's legendary independence in both its choices and its history.

Each model in BMW's new high-end collection deserves its own advertising film. With this in mind, the carmaker has chosen to give pride of place to the three most luxurious models in its range - and to broadcast them simultaneously in France. To serve this ambitious approach, the scenarios in each film had to take the brand well beyond the limits of any road, into a universe that no driver could reach even at the wheel of the most exceptional car. This is how this campaign chose to anchor itself in the territory of dreams. Because nothing takes us further than our dreams.

• In support of THE 8, the brand-new BMW 8 Series coupé, Serviceplan Campaign International has taken the luxury sports car to a place where no car has gone before: Venice. A brand-new spot dedicated to illustrating the power of dreams, featuring a young Italian boy with a passion for cars... growing up in the car-free city.
• To support THE 7, the sumptuous BMW 7 Series, this aviation enthusiast will board the brand's flagship, which will fulfill his dream by symbolically taking him above the clouds to feel the warmth of the sun's rays on his face while his plane remains grounded due to bad weather.
• Finally, to support THE X7, the new BMW X7, travelers aboard a luxurious train through wide-open spaces will continue their journey through rare landscapes in the only car that can offer them the same luxury but even more freedom: the X7.

The campaign is part of BMW's all-new luxury range communications platform, which goes back to the very essence of the car brand by reclaiming its original name: Bayerische Motoren Werke. "Bayerische Motoren Werke" becomes the signature of the brand's most exclusive models, and embodies a long-term strategy for the luxury and prestige vehicles in the BMW portfolio.

Alexander Schill, Chief Creative Officer of the Serviceplan Group, commented: "'Bayerische Motoren Werke' is more than just a revisited logo. It's a strong, bold creative idea and a rich platform, elevating BMW into the language of the luxury world."

To spread this campaign, the BMW brand is making an exceptional effort. Frank Schloeder, Marketing Director of BMW France, mentions that "With the 'Bayerische Motoren Werke' campaign, the BMW brand is making its biggest TV investment in France, in a segment whose volumes are small but whose impact on image is major".

With this campaign, BMW France unveils its new Bayerische Motoren Werke brand through a large-scale TV campaign orchestrated by Vizeum France, built around 3 30-second TV spots. Nearly 6,000 TV spots will be broadcast over 5 weeks on national/TNT/Cabsat channels, framing the biggest events of the moment (Cannes, Rolland Garros, Champions League, Europa League...).  The media plan will focus on the BMW 8 Series film (Venice). This is the most powerful TV campaign deployed by BMW France this year, accounting for over 10% of annual investment.