Munich. As in the past and present, so doubtless in
the future too: a driver’s licence represents far more than just
permission to take a car for a spin out on the road. Indeed, it is the
key to myriad experiences, memories and character-forming moments. And
even when the day inevitably comes that you can no longer responsibly
pilot a vehicle on a public highway and take the decision to give up
your licence, one thing will live on: the joy of driving that unites
the generations. This is the message behind a short film that will
touch the soul.
Celebrating its premiere today on BMW’s social media channels under
the banner “Freude forever”, the film shows in heart-warming scenes
how the shared experience of personal mobility can become a formative
part of a family’s history. Authentic storytelling and relatable
characters take centre stage. The film tells the story of 85-year-old
Robert, who realises it is time to hang up his driving gloves from
good. The emotions this stirs are felt not only by him but also by his
son Christopher, who goes with him to hand in his license at the
relevant offices. The drive back in Christopher’s all-electric BMW i4
turns into a journey through the past and the present – and a very
special experience full of happy memories together.
Treading the line between deep sadness and pure joy.
The setting for the opening scene of the 90-second festive film is
austere, to say the least: a cold, grey waiting room, the monotonous
ticking of a wall clock. Only a Christmas tree in the background
attempts to add a little warmth. The dejected look on Robert’s face
tells you that the time has come. Christopher tries in vain to cheer
him up (“It’s only a piece of a plastic, you know…”). But for
Robert, the piece of plastic he’s handing over at the counter is an
expression of freedom and the pure joy of driving. The mood in the car
on the way home is suitably melancholic – until Christopher suddenly
turns off the road.
The two men draw up at the gates of a location at first unknown. On
Christopher’s signal, a security guard opens the barrier. It turns out
they are now in their company’s car park. Robert immediately recalls
the place he taught his son to drive almost 40 years ago. And in a
reversal of roles, Christopher invites his father to take the wheel of
his BMW one final time.
Now there’s a flashback to the 1980s, Robert swapping places with
Christopher so his then 18-year-old son can take the controls of his
BMW 3 Series. Back in the here and now, as Robert presses down on the
accelerator of the BMW i4 and the all-electric gran coupé whirs
dynamically into action, the past and present merge into a visually
stunning spectacle. Robert’s joyful memories of car journeys with his
son play out in his mind’s eye: the young Christopher fast asleep on
night-time trips, unforgettable family holidays, all those miles
around the country to cheer on his sporting exploits, collecting him
from parties, driving him to his first date. In a dramatic climax,
Robert brings the car to a halt and pauses for a moment: now he’s
ready to vacate the driver’s seat for good. After all, the feeling of
joy will endure forever.
Festive clip from BMW premieres on social media.
The idea for this engrossing film came from creative/advertising
agency Jung von Matt for THE GAME. Produced in collaboration with BMW
Marketing, the film lasts around 90 seconds and will be available to
view across the BMW brand’s social media channels – on YouTube,
LinkedIn and Instagram. In addition to the main feature, a 30-second
montage and a 15-second teaser will also be released to cover all the
content types required by the relevant social media channels.
Official fuel consumption, CO2 emissions, electric power
consumption and electric range figures were determined based on the
prescribed measurement procedure in accordance with European
Regulation (EC) 2007/715 in the version applicable. Where a range is
shown, the WLTP figures take into account the impact of any optional extras.
Only official figures based on the WLTP procedure are available for
new models that have been type tested since 01.01.2021. In addition,
according to EU Regulation 2022/195, the NEDC values will no longer be
included in the EC certificates of conformity as of 01.01.2023.
Further information on the WLTP and NEDC measurement procedures can
also be found at www.bmw.de/wltp.
Further information on official fuel consumption figures and specific
CO2 emission values of new passenger cars is included in
the following guideline: ‘Leitfaden über den Kraftstoffverbrauch, die
CO2-Emissionen und den Stromverbrauch neuer
Personenkraftwagen’ (Guide to the fuel economy, CO2
emissions and electric power consumption of new passenger cars), which
can be obtained free of charge from all dealerships, from Deutsche
Automobil Treuhand GmbH (DAT), Hellmuth-Hirth-Str. 1, 73760
Ostfildern-Scharnhausen and at https://www.dat.de/co2.
In the event of enquiries please contact:
Corporate Communications
Cypselus von Frankenberg, Product Communication BMW Automobiles
Telephone: +49-89-382-30641
E-mail: Cypselus.von-Frankenberg@bmw.de
Alexandra Landers, Head of Product and Brand Communication BMW
Telephone: +49-89-382-30871
E-mail: Alexandra.Landers@bmw.de
Internet: www.press.bmwgroup.com
E-mail: presse@bmw.de
The BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the
BMW Group is the world’s leading premium manufacturer of automobiles
and motorcycles and also provides premium financial and mobility
services. The BMW Group production network comprises over 30
production sites worldwide; the company has a global sales network
in more than 140 countries.
In 2022, the BMW Group sold nearly 2.4 million passenger vehicles
and more than 202,000 motorcycles worldwide. The profit before tax
in the financial year 2022 was € 23.5 billion on revenues amounting
to € 142.6 billion. As of 31 December 2022, the BMW Group had a
workforce of 149,475 employees.
The success of the BMW Group has always been based on long-term
thinking and responsible action. The company set the course for the
future at an early stage and consistently makes sustainability and
efficient resource management central to its strategic direction,
from the supply chain through production to the end of the use phase
of all products.
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