BMW takes duality to the next level with sleek campaign starring Justin O’Shea

BMW has launched a new campaign titled "Duality Untamed", featuring the BMW 5 Sedan’s first electrified drive system. The campaign delves into the dualistic nature of the BMW M5 Sedan showcasing both its dynamic racetrack drive experience and comfort for regular and long-distance travel.

The campaign stars Justin O’Shea, former creative director of ultra-high-end Italian suiting brand Brioni. BMW said in a statement that O’Shea’s versatile lifestyle and passion for high performance mirrors the BMW M5 Sedan’s sleek style and power, bringing a unique dual narrative to the campaign.

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Directed by Knut Burgdorf and produced by Parasol Island, the film explores two contrasting worlds: the adrenaline-fueled scenes of the powerful performance world and the serene journeys characterised by the quiet hum of electric power.

Shot across Barcelona to capture progressive, urban footage and Almería’s racetrack for high-performance sequences, the film aimed to encapsulate the duality of the M5.

Complementing the film, photographer Agnieszka Doroszewicz conducted a separate photoshoot, further reinforcing the dual theme through still imagery.

“It’s not very often that the personality of the car and the protagonist are so in sync. Although the M5 is a dream car, I tried to stage the film in the here and now, making the dream relatable. Every car enthusiast can relate to becoming a different persona by feeling the power of such a car. This feel is what I wanted to portray. And O’Shea is the perfect protagonist for that,” said Knut Burgdorf, director.

The "Duality Untamed" campaign will launch globally, with a comprehensive digital and social media strategy targeting BMW’s core markets across EMEA, APAC, and the United States.

The campaign was done in collaboration with marketing and advertising agency Media.Monks, which has been responsible for BMW’s branding since late 2020. The focus of its work was to combine classic campaign creation with scalable, data-driven and digital marketing solutions.

It has also used a centralised hub-model to establish an international, integrated BMW team that combines in-market-presence with centralised centres of excellence (COE) in locations such as Berlin and Madrid.

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