BMW presents Heart of Joy with “Okto the Octopus” campaign

BMW introduces the Heart of Joy system through a global campaign featuring a dancing octopus, symbolizing centralized vehicle control in Neue Klasse models.

As part of its latest brand campaign, the company released the video “Meet Okto the Octopus”, where a marine creature performs a perfectly coordinated underwater choreography. The octopus becomes a living metaphor for the debut of BMW’s advanced new central control unit: the Heart of Joy, which will be featured in future Neue Klasse models.

Unlike previous systems that relied on multiple independent control units, the Heart of Joy integrates major functions — from powertrain and braking to energy recuperation and parts of the steering system. It processes data up to ten times faster than before, allowing for precise, harmonious coordination. The system made its public debut in the BMW Vision Driving Experience concept at Auto Shanghai.

The octopus metaphor is no accident. Known for its decentralized nervous system, the creature is reimagined in the video with a central brain — moving in a fluid, synchronized waltz. This artistic inversion mirrors how the Heart of Joy unifies and synchronizes vehicle responses in the digital era.

The concept and execution of the video were led by Jung von Matt Hamburg, with production by Parasol Island and Untold Studios. Director Diarmid Harrison‑Murray crafted a technically intricate and visually poetic piece that was praised in marketing media for its originality and execution.

BMW plans to install the Heart of Joy as standard in all upcoming electric vehicles based on the Neue Klasse architecture. The first production models will roll off the line at the new plant in Debrecen, Hungary. According to BMW engineers, the system not only enhances responsiveness but also sets the foundation for a new level of driving dynamics and control.