Hamburg, 22. January 2019 —Serviceplan Campaign International and BMW is set to launch its latest campaign “Above The Clouds” to present THE 7, the third model of its luxury series.
The campaign, directed by Dan DiFelice, conveys in a metaphorical way how important it is not to let oneself be held back by external and internal resistance, but to courageously and self-confidently forge your own path.
“Above the Clouds” follows a pilot making an unusual decision when a bad weather front prevents a private plane from taking off. Instead of the plane, he accelerates his BMW 7 Series over the dark, rainy runway.
The Driver’s route leads him through the clouds towards the sky and the sun, higher and higher, until he finally breaks through the top cloud cover on a pass road. Up above the clouds and storm, the driver experiences a moment of sublime and breathtaking beauty – a luxury experience otherwise reserved for pilots.
Serviceplan Campaign International conceived and implemented a TV spot (45 and 30 seconds) in the course of the global market launch of THE 7. In addition, the team also created a product highlight film and various cutdowns for all channels.
THE 7 is next to the BMW 8 Series Coupé and the BMW 8 Series Cabriolet presented in autumn 2018. All models are under the umbrella of “Bayerische Motoren Werke” and feature a redesigned logo for the new self-image in BMW’s luxury segment.
