BMW’s ‘Octowaltz’ blends science, poetry and precision to spotlight its tech
The campaign transforms an octopus into a lyrical metaphor for automotive innovation, highlighting the automaker’s new central control unit.
BMW has rolled out a brand campaign titled, 'Octowaltz' that quite literally dives deep into the marine world to showcase the brand's seamless coordination and high-performance agility.
Conceptualised by Hamburg-based agency Jung von Matt, the campaign spotlights the German automaker’s latest technological innovation: the ‘heart of joy’, a central control unit that unites and manages drive, braking, energy regeneration, and steering functions into a single intelligent system.
First introduced at Auto Shanghai as part of the BMW vision driving experience, the central control unit replaces the traditionally decentralised systems in cars with a central nervous system that promises more intuitive, responsive driving dynamics.
To bring this abstract idea to life, the film Octowaltz imagines an octopus performing an elegant underwater waltz - a metaphor for the unified, harmonious movement enabled by the ‘heart of joy’. In its natural form, an octopus coordinates its limbs independently, akin to conventional vehicles with compartmentalised systems. But when imagined with a single, centralised nervous system, mirroring BMW’s new architecture, it becomes a marvel of synchronised motion, gliding with precision, grace, and control.
What we think about it: The campaign’s poetic metaphor and cinematic execution make it a visually stunning example of how storytelling can translate complex engineering into an emotionally resonant experience that reaffirms the brand's technological mastery.
Credits:
Head of BMW Brand and Product Campaigns: Fabio Olivotti Head of Content Creation Artwork & Film: Max Bauer Agency: Jung von Matt Hamburg Executive Creative Director: Thim Wagner, Thomas Heyen Creative Director: Marian Schütt, Simon Schaffhöfer Account Director: Lisa Artake Head of TV: Johannes Haverkamp, Jankel Huppertz Production Company: Parasol Island Co-Founder & Managing Director: Philip Hansen Executive Producer: Philippe Stalla Producer: Felix Niehoff, Christopher Scheimann Partner Production Company: Untold Studios Director: Diarmid Harrison-Murray Creative Director: Tom Raynor Executive Producer: Josh Davies, Sophie Harrison Producer: Helen Tang Editor: Quin Williams (TenThree) Colorist: George K (Black Kite) Music Composer: Max Perryment Sound: Hello Robin