As German car brand BMW kick-starts a new chapter of mobility, it reveals an inspiring campaign that underlines the importance of going against the grain and doing something new through the lens of its future-focused transformation.
Titled “The Neue New”, the multi-channel campaign made its debut earlier this year alongside the unveiling of the brand’s fully electric Vision Neue Klasse vision car at IAA Mobility. Modeling end-to-end innovation, the revolutionary Vision car brings together digitization, electrification, and circularity which provides a template for a new fleet of fully electric cars. Through the overarching campaign, BMW highlights this circular approach further by showcasing how it puts people at the forefront of this design language, shining the light on its promise of “Freude forever” or “Joy forever” messaging.
Amongst the extensive campaign series, the brand calls on ambassadors Adwoa Aboah, Kit Connor and Alton Mason who reflect on the meaning of “Neue Klasse” which Oliver Zipse, CEO of BMW Group describes as, “The Neue Klasse means nothing less than the future of the BMW brand.” In the video, Aboah brings her wide-lensed understanding of the creative landscape that she’s built from being a revered model, actor, and founder of Girls Talk. Touching on the importance of different perspectives, she pinpoints how “a change in the way we think” is a driving force of “The Neue New” as well as the future of her industry.
Meanwhile, breakthrough actor Connor channels a sense of positivity and confidence in the new campaign. He explores the bright possibilities that can be taken from the new vision car with “a feeling of optimism” that lies ahead. Finally, the campaign flicks to Mason. As a trailblazing POC model, he’s seen first-hand the results of his efforts in the modeling scene and now encourages others to do the same. He taps into this standing point to understand how “Neue Klasse” embodies “forward thinking positivity and creativity” – a motto he takes with him every day.
Handing the mic over to these individuals, BMW discovers how this pivotal message resonates in three inspiring journeys as they encounter new things in different spheres of life. In addition to this compilation, the brand will also release portrait interviews on Instagram, going further into their personal insights. Stay tuned to the ambassador’s Instagram channels to find out more.
BMW’s “The Neue New” campaign will be rolled out across the globe via its social media. To discover more on the Vision Neue Klasse, head to its central hub now.
