BMW makes waves with waltzing octopus to spotlight driving tech

BMW has launched a new global campaign spotlighting its central vehicle control unit, the “Heart of joy,” led by an unlikely star: a waltzing octopus.

Titled "Octowaltz," the film features an octopus gliding through the ocean in a precisely choreographed underwater dance. This hypnotic performance serves as a visual metaphor for the precision and harmony delivered by BMW’s system, which unifies core vehicle functions including drive, braking, energy regeneration, and partial steering into a single control unit.

First unveiled in April and previously showcased at Auto Shanghai as part of the BMW Vision Driving Experience, "Octowaltz" now brings this innovation to the masses through a poetic, emotionally resonant lens.

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Created by Jung von Matt Hamburg, the 66-second spot casts “Okto,” an eight-armed sea creature, as the hero. Okto dances with agility and control, dodging predators and leaping out of the ocean in a seamless display of movement.

Traditionally, acceleration, braking, steering, and regenerative systems operate via separate control units. BMW’s “Heart of joy” integrates these into one system for smoother, more responsive performance.

The campaign poses a question: what if an octopus, typically controlled by a decentralised nervous system, could move through a single central command? This mirrors BMW’s unified control system, delivering a driving experience that is fluid and synchronised.

The cinematic campaign follows BMW’s recent partnership with baby gear company Nuna, which launched an exclusive collection of strollers and carry cots in Singapore this March. The collaboration targets design-conscious families seeking quality and everyday functionality, with each product reflecting both brands’ shared commitment to thoughtful design, safety standards, and aesthetic precision.

Meanwhile, in Hong Kong, Sime Motors, the official importer and distributor of BMW and MINI, has unveiled the first BMW & MINI Retail.Next showrooms at Hopewell Mall in Wan Chai. This new retail concept features a holistic customer experience, fresh showroom designs, and integrated technology.

Designed for all BMW Group brands, Retail.Next aims to provide a seamless experience across every online and offline customer interaction. The concept includes thoughtful interior design, new digital technologies, and revamped customer-facing roles and processes.

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