BMW’s latest festive campaign, “Das Geschenk” (The Gift), brings the spirit of the season to life with a heartwarming tale that celebrates the enduring joy of driving. The campaign’s centrepiece, a 100-second film, tells the story of a young boy, Tim, and his unique quest to find the perfect Christmas present for his beloved grandmother. Set against the backdrop of a festively adorned Vienna and soundtracked by Run-D.M.C.’s “Christmas in Hollis,” the campaign highlights how Sheer Driving Pleasure bridges generations, offering a nostalgic nod to BMW’s heritage while embracing its forward-looking vision.
A Gift of Pure Joy
The film follows Tim, a determined seven-year-old, as he dismisses his parents’ clichéd gift suggestions in favour of his own idea. In a shop window, he spots a BMW Junior Seat, a thoughtful present that would allow him to enjoy trips with his grandmother in her classic BMW 1500. On Christmas Eve, the excitement peaks as the family gathers, and the grandmother unwraps the surprise. Both she and Tim immediately understand the significance of the gift: a chance to share unforgettable moments in her iconic car.
The Star of the Campaign: BMW 1500
The classic BMW 1500, introduced as part of the Neue Klasse lineup in the 1960s, takes on a starring role in this campaign. Known for ushering in a new era for BMW, the 1500 embodies timeless design and engineering. By featuring this iconic vehicle, the film pays homage to BMW’s heritage while subtly tying it to the brand’s next generation of vehicles under the Neue Klasse name, set to debut in 2025.
Crafting Connections Through Social Media
To amplify its reach and engagement, BMW has enlisted Hamburg-based creative agency Jung von Matt and Munich’s Hochkant production company. The campaign’s digital rollout, managed by PIRO GmbH, incorporates interactive elements on platforms like YouTube, LinkedIn, and Instagram. Festive visuals showcase car parts wrapped in Christmas paper, inviting the community to join in the fun by solving puzzles. This integration of playful and nostalgic themes enhances the campaign’s resonance with audiences of all ages.
When Generations Collide: A Modern Take on a Classic Icon
In a charming social media series accompanying the campaign, Tim’s youthful interactions with the classic BMW 1500 highlight the contrasts between past and present. Without modern features like power windows or a personal assistant, the 1500 relies on the ingenuity of Tim’s grandmother to bridge the gap. Her clever improvisations underscore the timeless joy of driving, proving that the bond between car and driver transcends technological advancements.
A Multi-Channel Festive Celebration
“Das Geschenk” will air on BMW’s social channels and on Netflix in both Germany and Great Britain. A shorter 60-second version is set to feature on free-to-air TV in Germany during the holiday season. This multi-channel approach ensures the campaign reaches a wide audience, uniting viewers through the shared experience of festive joy and nostalgia.
A Celebration of Sheer Driving Pleasure
BMW’s festive campaign is a poignant reminder that the joy of driving connects us all, regardless of age. By showcasing the enduring appeal of the BMW 1500 alongside its vision for the future, the brand delivers a compelling message: Sheer Driving Pleasure is timeless, bringing generations together for shared moments of happiness. With “Das Geschenk,” BMW not only celebrates the festive season but also its storied heritage and exciting future.
