The First of a New Era

BMW, together with its lead agency Jung von Matt HAMBURG, has launched an international campaign to spotlight the new BMW iX3 and usher in a new era of sheer driving pleasure.
Under the slogan “The first of a new era”, the campaign combines BMW’s rich heritage and innovative strength with the introduction of the BMW iX3 – the first model built on the carmaker’s forward-looking Neue Klasse platform. The name is no coincidence: back in the 1960s, BMW revolutionized automotive design under the same banner. Now, with the BMW iX3 and the “new” Neue Klasse, the company is continuing this legacy of innovation.
At the center of the campaign is a 120-second brand film that premiered at the International Motor Show Germany in Munich this week and is rolling out globally across all markets. The film – shown on TV and digital channels – tells the story of BMW’s unique history, featuring iconic models such as the BMW 1800, the M1, the BMW 3 Series E30, the BMW X5 and the electrified BMW i8, before culminating in the new iX3 as the beginning of a new chapter.
In addition to the main film, the campaign includes 10 product shorts, a dedicated launch film and content specifically optimized for digital channels. Tailored to platform mechanics, these formats are designed to make BMW’s emotional brand promise – Joy of Driving – tangible on social media: fast, relevant, and globally scalable. The films were produced by Tempomedia.
Andreas Ernst, Managing Director of Jung von Matt HAMBURG, comments: “The automotive market is experiencing the most profound transformation in its history. For a brand like BMW, which has often been ahead of the competition, innovation is essential. But to truly differentiate on a global scale, brands need a promise that is both relevant and emotional – and BMW has that like no other car brand. BMW literally invented sheer driving pleasure – and now, with the Neue Klasse, is bringing it into a new era.”
All the films will be presented worldwide across BMW touchpoints including TV, social media channels, and digital platforms.
Coinciding with the model premiere, BMW has also refreshed its brand identity: working together with BECC Agency, the brand design was updated, and photographer Alex Rank developed a bold new visual language to complement it.