We are M

"We are M" - under this claim, BMW M and Serviceplan Hamburg are celebrating the 50th anniversary of BMW M. The international campaign is divided into four chapters. With "The XMinded", the final chapter of the campaign launched on 3 November. It gives an outlook on the future and direction of the M brand and accompanies the launch of the new flagship vehicle BMW XM. The communication includes an online film and multiple social media motifs.

Each chapter of the campaign features M-relevant protagonists - including fans of the brand and formative figures such as the first BMW M Managing Director and racing driver Jochen Neerpasch.

With the first-ever BMW XM, the brand is now entering new territory. In addition to the flagship vehicle, the campaign focuses on the exceptional musician Chief Adjuah a.k.a. Christian Scott. The 6-times Grammy nominated jazz musician is breaking new ground just as boldly and expressively as the XM. Not only does he move freely between a wide variety of musical genres, but his "stretch music" also repeatedly explores the genre conventions of jazz in new ways.