Singapore – BMW has recently unveiled its its new M5 Sedan model powering into a new era with its first electrified drive system through a new campaign, ‘Duality Untamed.’
This campaign not only delves into the dualistic nature of the BMW M5 but also its drivers, showcasing both its dynamic racetrack drive experience and comfort for regular and long-distance travel.
Moreover, the narrative highlights the vehicle’s electrifying performance and innovative design, unlocking its full potential for drivers.
To capture the essence of this duality, BMW has collaborated with the man of creative extremes, Justin O’Shea. Known for his versatile lifestyle and passion for high performance, O’Shea’s distinct dual persona mirrors the BMW M5 Sedan’s sleek style and power. This partnership brings authenticity and a unique narrative to the campaign–conceptualised alongside Media.Monks.
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.
“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 Justin is the perfect protagonist for that,” said director Knut Burgdorf.
