BMW has unveiled a touching commercial that beautifully depicts how the shared experience of personal mobility can become an integral part of a family’s history. Created by the creative/advertising agency Jung von Matt for THE GAME and produced in collaboration with BMW Marketing, the ad begins with two men seated in a cold, gray waiting room, accompanied by the monotonous ticking of a wall clock. The narrative unfolds as it becomes apparent that 85-year-old Robert, accompanied by his son Christopher, is surrendering his license at the relevant offices.

Their journey back home in Christopher’s all-electric BMW i4 becomes a poignant exploration of the past and present, filled with cherished memories. Pulling up at an initially unknown location, it is revealed to be their company’s car park. The significance of the place dawns on Robert as he recalls teaching his son to drive nearly 40 years ago. In a role reversal, Christopher invites his father to take the wheel of his BMW one last time.

Flashbacks transport the elderly man to the 1980s when he swapped places with his then 18-year-old son, letting him drive the BMW 3 Series. Joyful memories of car journeys flood Robert’s mind: a young Christopher peacefully asleep during night-time trips, unforgettable family holidays, countless miles traversing the country to support his son’s sporting endeavours, picking him up from parties, and driving him to his first date.

The commercial concludes with Robert bringing the car to a halt, pausing to signify his readiness to relinquish the driver’s seat for good. The tagline “Freude Forever” eventually appears on the screen, encapsulating the enduring joy captured in the heartfelt narrative.