Over forty years, six generations, and countless hours of footage capturing all of BMW’s fantastic cars in one thirty second spot.

We sourced footage high and low for this heritage campaign, digging through vaults in the states, Germany, the UK and in Belgium. We maximized time zones (not to mention language capabilities) across our offices internationally to source film from decades of BMW.

The film marks a continuation of our work with BMW. Our “Hello Future” ad for the BMW i8 was named AdWeek’s “Ad of the Day.” That spot unfolds against narration from Arthur C. Clarke’s 1964 speech on the future, evidenced through the innovative i8 plug-in hybrid car.

For now, we will focus on BMW’s spectacular past with “One Feeling.”