JOY…..a word we’ve been seeing on our blog for months now. BMW’s latest marketing campaign, Joy, has been attracting a lot of attention this year. It all started in Detroit with the launch of the new BMW Z4 Roadster and its “Expression of Joy” theme. Shortly after, the upcoming BMW X1 joined the “Joy” and most of the recent ads and videos focused on this new Sports Activity Vehicle that will appeal to the younger BMW crowd.
But the original Joy theme goes as back as the launch of the 1 Series Hatchback and the “Principle of Joy” campaign. At the Frankfurt Auto Show, the “Joy” theme played an important role and supporting marketing materials were in plain sight.
Now some of you might remember one of the videos we’ve posted a few months back giving you a glance at BMW’s Story of Joy, several videos have followed hosted by the new BMW.tv website, but today, we’re going to give you much more than that: a chance to see some insights of the production of The Story of Joy.
Have you ever wanted to look behind the curtain of a professional commercial production? Are you interested in art, film or marketing? Even if you’re not, you would not want to miss the six minutes of this video, from the valuable insight to the great cast and background music, this video will fill you with Joy.