Some Journeys Aren't Meant to End in New BMW Spot From Goodby Silverstein & Partners

Launching today, BMW takes us on a journey through the automaker’s unparalleled legacy of innovation in its new spot, “Are We There Yet?”

The premium automaker has been driving future car technologies, from the first electric BMW ever built to the electric vehicles of the future, for the last 100 years.

You can watch the spot below:

Created by Goodby Silverstein & Partners and directed by Mark Jenkinson, the ad showcases the innovative spirit of the brand while posing the question “Are we there yet?” without answering it. Instead the spot concludes with the line “Not every journey has an end,” showcasing BMW’s iterative philosophy; they will always keep innovating the Ultimate Driving Machine.

“We were inspired by the legacy of groundbreaking innovation and the brand’s drive to keep moving forward decade after decade,” said creative directors Wes Phelan and Matt Edwards. “The spot is a celebration of BMW’s leadership role in the evolution of mobility.”

The story begins in 1972 with a field test of the first fully electric BMW, the 1602 Elektro-Antrieb. We see the car pacing a group of runners as a team of BMW engineers is monitoring the battery. In the next scene, a few years have passed, and a reporter is on her way to witness the 1979 BMW M1 at a racetrack. Throughout the spot we get to see the revolutionary BMW Hydrogen 7 from 2005, a BMW-designed bobsled for Team USA, The first BMW Formula E race car and the brand-new electric concept vehicle, the BMW Vision M NEXT, among other innovations.

The spot is set to AC/DC’s rock classic “Thunderstruck” to further underline BMW’s legacy in electric—a journey that started way back in the ’70s.

The campaign will run 9/5–10/1 on broadcast and digital placements.