That Feeling

digital, Press, Radio, TV

BMW, one of the world’s most iconic car brands, wear their iconic blue and white badge as proudly as their Ultimate Driving Machine positioning. Our task was to instill the excitement and confidence that the brand elicits across the whole range, rather than focusing on one particular model.


Turning the ignition of a BMW and hearing the engine growl into life evokes a spine-tingling sensation. Your body is charged with anticipation, excitement, goosebumps get goosebumps. BMW is more than the sum of its parts, it’s an experience every time you drive it.


Our approach was to be braver than prior car ads, instead stirring the emotions and focusing on an adrenalin-charged personal moment that stays with you forever. We referred to it as ‘That Feeling’, and told in flashback the story of a young boy as he experiences heightened awareness, confidence, excitement and achievement. In essence, everything a BMW driver experiences every day.


If you felt something for our work on BMW and want to know more on how we helped one of the world’s leading car brands, say hello today at

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