After the world premiere of the 2019 BMW 7 Series Facelift sedan in Shanghai, now BMW launches a marketing campaign with a powerfully emotional film at its center.
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The short film titled “Above the Clouds”, directed by the American Dan DiFelice, shows the pilot of a private plane who is prevented from taking off in his plane by bad weather and who then makes a spontaneous decision. He swaps his “cockpit” for that of his new BMW 7 Series and accelerates down the dark and rainy runway unhindered.
The film continues to show the new 7 Series with a beautiful mountain scenery as the car gets closer and closer to the clouds. BMW says that “the key scene of the film describes a luxurious experience at the highest level creating a sublime moment, which is generally reserved for the pilot of a plane, but in this scenario can literally only be experienced in the new BMW 7 Series.”
“With its self-assured character, the new BMW 7 Series embodies the way of life of a target group who follows its aims and ideas in a self-determined and independent manner regardless of any external obstacles”, says Uwe Dreher, Director Brand Communication BMW, BMW i and BMW M.
“The launch campaign for the new BMW 7 Series highlights the luxury sedan’s unique combination of presence, exclusivity and innovation using powerful imagery and emotional staging”, says Kirsty Skinner-Gerth, Head of International Campaigns, Artwork, Film, Entertainment Marketing.
The campaign was devised by the BMW Group in conjunction with Serviceplan Campaign International.
Great movie… combining my two passions in one.
The Excellence combined to The Performance!