Story of an Enigma

BMW XM ‘Story of an Enigma’ is an online and social media campaign filmed from an unusual perspective. The star of the film is an enigmatic character, whose personality is revealed through a series of interview clips where ‘his’ inner circle describe his personality. “If you think he’s good with people, you should see him with horses”, “he doesn’t do off the shelf”, “If he did hair, I’d only trust him to cut it” are some of the quotes about the enigmatic central character. The denouement reveals that the car gliding through the desert during the ad is the enigma, with a tagline asking ‘what’s the XM side of you’.

The campaign rolled out on TIKTOK, Instagram and online.

Serviceplan Middle East Executive Creative Director Nishant Shah comments: “BMW XM has a big personality. One that’s readily charming, but also mysterious in equal parts. It’s an enigma. It’s a vibe. With all its tastefully put together bells and whistles; lights and leather. The XM is effortlessly charismatic and fashionably misunderstood.”

Just like some of the people we know or have heard about — the elusive ones. Their legends precede them. Everyone has a story about them. Some real, some others made up.

So we decided to go on a hunt for one such imaginary tastemaker; piecing together their lore with personal accounts and stories told by their inner circle. Is this a phantom creature, or based on a real person? Is it a documentary, or inspired by true events? We cannot confirm nor deny. The same for his posse. The only thing we know for sure, is that he doesn’t buy shoes off-the-shelf.