BMW’s Holiday Campaign Highlights Joy of Driving Across Generations

BMW’s 2024 holiday campaign, The Gift, brings a touching tale that intertwines the joy of driving with family bonds. At the center is Tim, a 7-year-old boy, who chooses an extraordinary Christmas gift for his beloved grandmother, spotlighting the timeless connection between generations through a classic BMW 1500.

The story begins with Tim strolling through a festively lit city center with his parents, searching for the perfect gift for his grandmother. Traditional suggestions don’t appeal to Tim, but he confidently picks an unusual yet heartfelt gift: a BMW Junior Seat. On Christmas Eve, the family gathers as Tim’s grandmother unwraps the package and immediately understands its significance. Together, they imagine enjoying unforgettable rides in the classic BMW 1500—a car that marked the dawn of BMW’s Neue Klasse era in the 1960s.

The film underscores BMW’s core value, the Joy of Driving, and celebrates how this passion transcends generations. Filmed in Vienna and set to the 1980s holiday hit “Christmas in Hollis” by Run-D.M.C., the campaign blends nostalgia with modern holiday cheer.

Campaign Details:

• Conceptualized by Jung von Matt, developed in collaboration with BMW’s marketing team and production company Hochkant.
• A 100-second film shared on BMW’s YouTube, Instagram, and LinkedIn channels.
• Activations on Netflix in Germany and the UK.
• A 60-second version airing during German holiday TV programming.
• Social media strategy led by PIRO GmbH, featuring festive puzzles with car parts wrapped as gifts.

BMW’s campaign is not just about the holiday spirit—it’s a tribute to their heritage, highlighting the iconic BMW 1500and reaffirming that joy is the greatest gift.