BMW unveils worldwide campaign for iX3

BMW has unveiled an international campaign created with Jung von Matt HAMBURG to mark the launch of the BMW iX3. The initiative positions the model as the first step in what the carmaker describes as a new era of driving pleasure, building on the legacy of its historic Neue Klasse.

The campaign premiered at the International Motor Show Germany in Munich with a 120-second brand film that traces BMW’s design history before introducing the iX3. The spot highlights models including the BMW 1800, M1, 3 Series E30, X5, and the electrified i8, leading to the iX3 as a new chapter in the brand’s evolution.

In addition to the main film, the campaign includes ten product shorts, a launch film, and content optimized for social media. Produced by Tempomedia, the assets are designed to translate BMW’s Joy of Driving positioning into fast, shareable formats tailored for global platforms.

Andreas Ernst, Managing Director, Jung von Matt HAMBURG: "The automotive market is experiencing the most profound transformation in its history. For a brand like BMW, which has often been ahead of the competition, innovation is essential. But to truly differentiate on a global scale, brands need a promise that is both relevant and emotional – and BMW has that like no other car brand. BMW literally invented sheer driving pleasure – and now, with the Neue Klasse, is bringing it into a new era."

Alongside the launch, BMW refreshed its visual identity in collaboration with BECC Agency. Photographer Alex Rank developed a new visual style to complement the campaign, reinforcing the updated brand design across BMW’s international touchpoints including TV, digital, and social media channels.

www.bmw.com

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