A car is obviously more than just 4 wheels and an engine. With all the models out there, it’s becoming more of a challenge for brands to decipher what exactly is happening in the mind of a driver that loves being behind the wheel of their ride. If you’ve ever driven a BMW then you know firsthand just how enticing the relationship between driver and vehicle can be.
Our concept manifested into a love triangle between a couple and their car. In our story, the girl experiences jealousy at first. Her guy’s attention is solely focused on the enjoyment he gets out of driving this car. She feels threatened by it. As the story progresses, she realizes its the experience of driving the car that she was after all along. Her jealousy has transitioned into envy for the enjoyment that driving the car provides. Human emotions are complex and the actions and motives of our characters revolve around them. A BMW is desirable. What would you do to get behind the wheel?