BMW embarks on a new phase of mobility, unveiling an inspirational campaign that highlights the importance of embracing innovation and navigating unexplored territory in its visionary transformation. Dubbed "The Neue New," this extensive campaign premiered earlier this year alongside the introduction of BMW's fully electric Vision Neue Klasse at IAA Mobility. Serving as a beacon of end-to-end innovation, the groundbreaking Vision car seamlessly incorporates digitization, electrification, and circularity, providing a blueprint for an upcoming fleet of fully electric vehicles. Through this all-encompassing campaign, BMW accentuates its circular approach, spotlighting how it places people at the forefront of its design language, encapsulating the commitment to "Freude forever" or "Joy forever." In this expansive campaign series, BMW engages ambassadors Adwoa Aboah, Kit Connor, and Alton Mason to explore the essence of "Neue Klasse," a term defined by BMW Group CEO Oliver Zipse as representing "nothing less than the future of the BMW brand." Aboah, with her diverse roles as a model, actor, and Girls Talk founder, offers a broad creative perspective. She underscores the campaign's emphasis on a transformative shift in thinking, identifying it as a catalyst for "The Neue New" and the future of her industry. Connor, the emerging actor, radiates positivity and confidence, delving into the bright prospects illuminated by the new vision car, expressing a profound "feeling of optimism" for what lies ahead. The spotlight then shifts to Mason, a pioneering model of color, who, having witnessed the impact of his efforts in the modeling scene, encourages others to adopt a forward-thinking mindset. Mason connects this mindset to how "Neue Klasse" embodies "forward-thinking positivity and creativity," a philosophy he incorporates into his daily life. By allowing these individuals to share their perspectives, BMW explores how the central message resonates in their inspiring journeys as they navigate new experiences across different facets of life. In addition to this compilation, the brand plans to release in-depth portrait interviews on Instagram, providing a closer look at their personal insights. Stay tuned to the ambassadors' Instagram channels for further details. BMW's "The Neue New" campaign is set to reach a global audience through its social media platforms. Brand ambassadors, celebrities and public personalities have been proven to increase brand awareness and sales up to THREE times than a comparable campaign without. This is something in which the team at The Celebrity Group are experts in with more than 30 years’ experience. Contact them at www.celebrity-group.com.