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Serviceplan Gives Lift-off to Latest BMW 7 Series

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New spot is directed by Tony Petersen Film's Dan DiFelice

Serviceplan Gives Lift-off to Latest BMW 7 Series
Serviceplan Campaign International and BMW present the third model of the new luxury series THE 7, which follows the BMW 8 Series Coupé and the BMW 8 Series Cabriolet presented in autumn 2018. All models are under the umbrella of 'Bayerische Motoren Werke' and feature a redesigned logo for the new self-image in BMW's luxury segment.

Serviceplan Campaign International conceived and implemented a TV spot (45 and 30 seconds) in the course of the global market launch of THE 7, which begins in January. In addition, the team also created a product highlight film and various cutdowns for all channels.

The spot 'Above The Clouds', directed by Dan DiFelice out of Tony Petersen Film GmbH / Carlo Walther, conveys in a metaphorical way how important it is not to let oneself be held back by external and internal resistance, but to courageously and self-confidently forge your own path.

The narrative of the TVC shows a 'pilot' making an unusual decision when a bad weather front prevents a private plane from taking off.  Instead of the plane, he accelerates his BMW 7 Series over the dark, rainy runway. The driver’s route leads him through the clouds towards the sky and the sun, higher and higher, until he finally breaks through the top cloud cover on a pass road. Up above the clouds and storm, the driver experiences a moment of sublime and breathtaking beauty - a luxury experience otherwise reserved for pilots. 

"From my point of view there is hardly anything as majestic as an airplane breaking through the clouds. We are proud to accompany the international roll-out of the model with this campaign and thus further establish BMW's luxury segment as an independent product category under the umbrella of 'Bayerische Motoren Werke'" explains Florian Klietz, managing director and partner at Serviceplan Campaign International.

The team around the managing directors of Serviceplan Campaign International, Florian Klietz, Markus Kremer and Thomas Heyen, were responsible for the campaign. At BMW, Uwe Dreher and Kirsty Skinner-Gerth are the contact people.
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Production Company

Production Company: Tony Petersen Film

Executive Producer: Carlo Walther

Director: Dan Di Felice

DOP: Steve Annis

Creative Agency

Creative Agency: Serviceplan Campaign International

Creative Director: Kolja Danquah (Text)

Producer: Christoph Köhler

Art Director: Philipp Trübiger

Global Chief Creative Officer: Alexander Schill (Serviceplan Group)

Managing Director: Markus Kremer, Thomas Heyen, Florian Klietz

Management Supervisor: Kristian von Elm

Senior Account Manager: Adam Karger

Senior Art Director: Damian Kuczmierczyk

Senior Copywriter: Bastian Tripp

Concept: Daniel William Hill

Production Service

Production Service Company: LS Productions

Producer: Deva Smith


Brand: BMW

Director of Brand Communications: Uwe Dreher (BMW BMWi BMW M)

Head of International Campaigns, Artwork, Film, Entertainment Marketing: Kirsty Skinner-Gerth

International Campaigns: Ann-Kathrin Geertz (BMW, BMWi, BMW M), Gabriele Lemmle (BMW, BMWi, BMW M, Projektmanager THE 7)

Genres: Visual VFX, Scenic, Action

Categories: Automotive, Cars

Serviceplan Germany, Tue, 22 Jan 2019 15:26:14 GMT