The Story of Joy continues and recently, BMW has released new online and TV spots portraying the Joy campaign. One of them is the “Story of 3”, a short videoclip showing the 34 years history of the 3 Series.

The second one is an un-aired video spot produced by the same company, Digital Kitchen, and their task was to express the nebulous idea of “Joy” in a commercial.

Central theme? Once again Joy and the happiness of driving or owning a BMW.

Director: Colin Day (
Executive Creative Directors: Mark Bashore, Matt Mulder
Editor: Shawn Fedorchuk
Production Company: Digital Kitchen

BMW – Scrapbook (DK Edit) from DIGITALKITCHEN on Vimeo.

“Story of 3”

BMW – “The Story of 3” from Colin Day on Vimeo.