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