According to the duo, the significance of 'joy' for the next generation is a choice and not just a feeling. This is the strategic insight that informed the manifesto of the latest BMW brand campaign. 

Theo Ferreira, the agency's executive creative director, says, "Our research uncovered a segment of professionals across race, ethnicity and genders that will drive the future growth: 'The Henrys' (high-earners-no-rich-yet)."

"These individuals fall under the middle and middle-upper class household income group and are defining the global luxury market. Henrys resonate with brands that express their values and identity," adds Ferreira.

"They reject traditional status symbols and believe luxury is a state of mind. They embrace rebellious joy or break away from antiquated expectations and social norms. This is perfectly summed up for us as '#NextGenJoy'," says Ferreira. 

The campaign's '#NextGenJoy' positioning aims to convey a bold and meaningful joyous movement. According to the duo, it challenges the world to see an expanded definition of joy. Choosing joy is seen as an act of resistance in a world filled with so much pain and trauma.

"BMW has always exhibited a remarkable ability to reinvent itself. This brand campaign, which is the first iteration of its kind globally, reflects BMW's place within the psyche of South Africans as more than just a brand they once aspired to," says Thilosh Moodally, general manager of customer and brand for BMW South Africa.

"It is a brand that is still able to tap into the zeitgeist of the ordinary (and extraordinary) South Africans. This is through demonstrating its vision of the next generation of joy — even after close to 50 years in the country," adds Moodally.

Dean Blumberg, a multi-award-winning and internationally recognised film and commercials director, worked with Massif to bring this concept to life.

Ferreira says, "Blumberg is obsessed with story and performance. He is a born storyteller with a chameleon-like ability to adapt and evolve."

Parusha Partab, group strategy director at Wunderman Thompson South Africa, says, "BMW is an adored brand in South Africa and this campaign is about centring the people that love this brand and sharing its audacious attitude and progressive spirit."

"The questions asked throughout the advert call for a more inclusive and bolder vision of ourselves and the next generation of BMW drivers. One that's not defined by preconceptions but rather reimagined with our agency and creativity," adds Partab.

"Each line reframes an accepted norm and old troupe, and every visual is vibrant and reflective of the diversity of South Africans driving both BMWs and our next generation of joy," Partab concludes.

The integrated campaign includes:
  • a showcase on YouTube
  • TVC spots
  • digital and social 
  • radio, and
  • Out-of-Home advertising.

For more information, visit www.wundermanthompson.com. You can also follow Wunderman Thompson South Africa on Facebook, Twitter or on Instagram.