The new BMW 7 Series – ready for a luxury experience at the highest level
“With the new BMW 7 Series, driving pleasure and ride experience reach an unprecedented new level in the luxury segment. After the world premiere of the luxury sedan in Shanghai, now the market launch campaign for the new BMW 7 Series follows with a powerfully emotional film at its centre. The campaign film, designed for use on different communication channels, presents the new BMW 7 Series using atmospheric imagery as the perfect choice for individualists who are not deterred by any obstacles in their way, but who follow their own path with self-assured confidence.
The short film titled “Above the Clouds”, directed by the American Dan DiFelice, shows the pilot of a private plane who is prevented from taking off in his plane by bad weather and who then makes a spontaneous decision. He swaps his “cockpit” for that of his new BMW 7 Series and accelerates down the dark and rainy runway unhindered. His journey takes him into majestic mountain scenery and he travels higher and higher. Finally we see how he breaks through the cloud cover on a mountain pass road in his car, heads towards the sunlight and leaves the black storm behind him. The key scene of the film describes a luxurious experience at the highest level creating a sublime moment, which is generally reserved for the pilot of a plane, but in this scenario can literally only be experienced in the new BMW 7 Series.”