In BMW’s new brand campaign, an octopus performs an impressive underwater waltz — powered by a central nervous system. A metaphor for the unique performance of BMW’s new central control unit: the BMW Heart of Joy.
BMW first unveiled this innovative control computer — which calculates all driving dynamics functions — back in April. During its first major test at Auto Shanghai, the Heart of Joy took center stage as part of the BMW Vision Driving Experience.
Now, BMW showcases the unique performance potential of the Heart of Joy in an incredible film: Octowaltz.
The thought experiment: The octopus is a fascinating creature. Its decentralized nervous system allows it to coordinate individual parts of its body independently — much like a conventional car, where acceleration, braking, steering, and other functions are controlled by separate units.
But what if the octopus could channel its power through one central nervous system — the way BMW’s Heart of Joy control unit unites drive, braking, energy regeneration, and partial steering functions?
The result: an unbelievable, perfectly coordinated underwater performance.
The campaign draws a poetic parallel between the fluid movements of the octopus and the driving experience delivered by the Heart of Joy. “Okto the Octopus” waltzes with masterful control, exceptional precision, and effortless agility — while maintaining safety in every situation.
Client: BMW Group
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
