BMW innovation campaign highlights six smart digital features

BMW launches a global campaign showcasing six digital features with humour and tech, including Digital Key, Remote Parking, and in-car gaming.

BMW once again proves that technology can be not only useful, but genuinely fun. As part of its global innovation campaign, the company has introduced six digital features that make everyday driving more comfortable, safer, and — above all — entertaining. The campaign’s secret weapon is a clever mix of cutting-edge tech and the brand’s trademark tongue-in-cheek humour, brought to life in a series of short films.

Each feature becomes the center of a story. Take the BMW Digital Key: in the short titled “Tight”, the protagonist has no room in his tight trousers for a car key. The solution? His Apple Watch starts the BMW X3 and the night begins.

Another highlight is the motorway assistant, which enables Level 2+ automated driving with lane changing activated by eye movement. In “Mustache”, the driver of a BMW i5 uses this time to style his facial hair and don his sunglasses — all without touching the wheel.

Perhaps the most surprising moment comes in “Top Dog”, where a courier witnesses a dog reversing a BMW X5 out of a garage. The explanation: the owner is remotely controlling the vehicle using the My BMW app’s parking feature — a fusion of human and artificial intelligence making tight spaces a non-issue.

The campaign features an impressive cast of models: i5, iX, X1, X3, and X5. Far from being background props, these vehicles are active participants in each storyline, underscoring how digital features can feel personal and intuitive.

The campaign doesn’t stop at convenience. It also leans into fun. The short film “Race” shows a businessman challenged to a race by a muscle car driver — not on the road, but on the BMW Curved Display inside the i5. Smartphones serve as controllers in a virtual game hosted via AirConsole. Up to four players can compete in multiplayer mode.

More subtle yet equally effective is the Curve-Ahead View system, which anticipates and visualizes upcoming curves on the head-up display. In “Fish”, this helps protect a goldfish in a bag riding next to a box of cactus — an unlikely but memorable passenger setup in the BMW X1.

Finally, there’s the BMW Intelligent Personal Assistant, which responds to voice commands, explains features, and even tells jokes. In “Bye, Honey”, the assistant adds a twist to a quiet family drive, feigning an “eject sequence” that finally draws a reaction from the daughter. A moment later, it recommends the closest burger spot.

Launched on May 26, the campaign is already generating buzz among both tech and automotive circles. With this initiative, BMW goes beyond engineering — it’s embedding digital innovation into culture, making it more relatable, more human. And judging by the response, it’s striking just the right tone.