The automotive sector has changed drastically in recent years. With advancing digitalisation and electrification, vehicles are increasingly being reduced to their technical features. But for BMW, cars have always been more than just the sum of their parts. Cars transport people, but also countless memories that accompany us for a lifetime. The task was to express this emotional layer together with the new BMW brand claim "Freude forever" ("forever joy").

The main task was to find a moving interpretation for the films two narrative strands: On the one hand, the narrative strand in the here and now, where the aging father has to hand in his driving licence. And on the other hand, the narrative strand of his past, which is peppered with countless wonderful memories of him and his son in his old BMW.

Instead of running the two strands chronologically, the direction chooses the surprising path of running both narrative strands in parallel. Impressively contrasted by black and white for the past and colour for the present.

With this technique, the direction succeeds in enabling us to empathize with the aging father from the very first second. We understand all the complex connections between the past and the present. His final drive becomes a journey back in time. And a chance for him to draw a final line.

At this point, the film has been viewed over 9 million times, reached over 18.4 million unique users and gotten 51.2 million impressions. The average view time is 1:06 minutes and the comments show an above-average positive response.