BMW Launches New “Relax. We Care.” Service Campaign Film

BMW presents the short film “The Thief” in its new “Relax. We Care.” campaign, highlighting BMW Service reliability. Watch the film now on YouTube.

BMW is strengthening its customer service focus with the launch of the new global campaign titled “Relax. We Care.”. This year’s highlight is a short film, “The Thief”, a quirky story of a thief, love, and a thrilling chase. The film premiered on YouTube on March 19.

In typical BMW fashion, the plot is delivered with a tongue-in-cheek sense of humor. Once again, the car plays the silent protagonist, enduring dents, scratches, and shattered glass. Yet, these scenes underscore the campaign’s key message — no matter the situation, BMW Service professionals are ready to restore the vehicle to its pristine condition using Original BMW Parts.

Previously, the campaign featured short films like “The Park” and “The Storm”, each portraying unexpected challenges and emphasizing the reliability of BMW's service expertise.

The new film was produced by the digital agency Monks, a long-term partner of BMW. Their portfolio includes innovative campaigns with virtual characters and large-scale studio projects aimed at global audiences.

Notably, the “Relax. We Care.” campaign is receiving significant attention in India this year. BMW Group India officially launched the campaign, focusing on enhancing customer service and promoting transparency in service offerings.

Source: press.bmwgroup.com