BMW China's 'Nothing But Sheer Joy' drive

You don't need to know it's the Chinese Year of the Tiger to enjoy this quirky, toe-tapping, cartoon-style campaign. There's something for most people here, with out-of-world images and colourful animations leading us playfully from one unexpected vignette to another. Chinese cultural references abound, and it's not surprising that the German multinational automaker is feeling upbeat in this 'Nothing But Sheer Joy' campaign: in 2021, BMW sold close on 850,000 vehicles to China, comfortably more than twice as many as to the USA (under 340,000 vehicles). China has long been BMW's top purchaser, now accounting for some 40% of its overall sales. And the Asian nation has been quick to develop a leading position in the electric vehicles (EVs) market, now reported to account for a whopping 45% of global sales. The majority of those, 95%, are currently in the domestic market, but as the development of EVs gathers pace worldwide, China is well set to expand its foreign market share. Chinese car-buyers are therefore both knowledgeable and familiar with the burgeoning EV trend, and keen to own a vehicle that unites cutting-edge EV technology with the standards of an established luxury brand.

Keywords: BMW China, BMW 'Nothing But Sheer Joy' car ad, BMW Lunar New Year 2022, BMW Year of Tiger commercial, TBWA China, car commercials