Above the Clouds - BMW | Clapboard Ad Archive

BMW’s Above the Clouds campaign, launched in Germany in 2019 by Serviceplan, is a visually arresting film that positions the new 7 Series as the pinnacle of luxury automotive engineering, embodying an elevated driving experience that transcends conventional expectations. The 45-second commercial eschews straightforward product demonstrations or narrative exposition in favor of a symbolic approach that leverages the imagery of soaring above clouds to evoke a sense of supreme status, technological innovation, and refined sophistication. This strategy aligns with what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit—where the vehicle’s qualities are communicated through metaphorical visuals rather than literal storytelling. By situating the new 7 Series in an aspirational context, the campaign appeals directly to discerning German luxury buyers who value a seamless fusion of performance and prestige. The film’s aesthetic and messaging reinforce BMW’s heritage encapsulated by Bayerische Motoren Werke, while projecting a forward-looking vision that positions the 7 Series not merely as a car but as an elevated lifestyle statement. The campaign’s exclusive use of German language further underscores its targeted appeal within a key market for premium automobiles, enhancing authenticity and cultural resonance. Serviceplan’s execution deftly balances brand legacy with contemporary design cues, ensuring the campaign resonates both intellectually and emotionally with automotive enthusiasts and potential customers who seek distinction in their choice of vehicle. Clapboard rates this campaign 60/100 in its global creative archive. Above the Clouds matters to the automotive industry because it demonstrates how luxury car brands can harness symbolic visual storytelling to convey aspirational value without relying on traditional product narratives, signaling a shift toward more experiential and emotive brand communications in the premium segment.