Movie entertainment for social media: The new global “Relax. We Care.” campaign.

No matter what happens, BMW is there for its customers. Always. This is also the message conveyed by the new BMW Customer Service annual campaign. This year’s short film, titled “The Thief”, features a marriage proposal, a thief and an exciting chase.

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Cypselus von Frankenberg
BMW Group

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Cypselus von Frankenberg
BMW Group

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Munich. BMW Customer Service has its customers’ backs. The new “Relax. We Care.” campaign showcases this aspect with a quirky sense of humour. It is now available to view on social media.

Anything that can go wrong will go wrong – and this is also the theme of the new short film for the annual BMW Customer Service campaign. “The Thief” is a story about a marriage proposal and a thief, with all kinds of surprising twists and turns. Larger than life, told with tongue firmly in cheek, and great attention to detail.

As in the previous films “The Park” (https://www.youtube.com/watch?v=tD9TJrcp5AM) and “The Storm” (https://www.youtube.com/watch?v=E1_Vv7Fb4Bk), the BMW as the silent protagonist suffers plenty of indignities. Scratches, dents, shattered glass and broken-off parts are the visible result of these unexpected adventures. Just as well the professionals from BMW Service and Original BMW Parts are there to repair the damage and bring the claim “Relax. We Care.” to life.

The “Relax. We Care.” campaign was produced by the digital agency Monks. The short film “The Thief” is available to view from 19 March at https://youtu.be/z0zKyLufPTI

In case of queries, please contact:

Corporate Communications

Cypselus von Frankenberg, Product Communication BMW Automobiles

Telephone: +49-89-382-30641

E-mail: Cypselus.von-Frankenberg@bmw.de

Alexandra Landers, Head of Product and Brand Communication BMW

Telephone: +49-89-382-30871

E-mail: Alexandra.Landers@bmw.de

Internet: www.press.bmwgroup.com

E-mail: presse@bmw.de