BMW recently announced that the Neue Klasse vehicles it’s working on will have four new “superbrains,” computers responsible for all aspects of performance and comfort. Most highly touted among them is the Heart of Joy, which will serve as the central control unit. It’s designed to take BMW’s driving dynamics to an entirely new level, but it can be a bit complicated to describe or explain.
Until now.
Maybe.
BMW has tapped the Jung von Matt Hamburg agency to create a new video to make the Heart of Joy and its role in managing the functions of Ultimate Driving Machines easier to understand. And what could be easier to understand than comparing a quartet of automotive computers to a saltwater cephalopod?
“Okto the Octopus,” a digital aquatic creature that serves as an analogy to explain the new Superbrain’s ability to handle multiple tasks with coordination and grace.
The press release states, “The “Meet Okto the Octopus” video translates the new “superbrain’s” power into cinematic poetry. The star of the video is an octopus. A fascinating animal that uses a decentralized nervous system to enable independent control of individual parts of its body. Much like a modern car has separate control units for braking, acceleration and steering. In the new BMW brand video, this scenario is reversed: the octopus is given a central nervous system and then moves in a synchronized, precise and controlled manner to perform an underwater waltz – while simultaneously avoiding hazards.”
So while the electric Neue Klasse won’t have cylinders, the new well-armed mascot can definitely be described as an 8.
When released, you’ll be able to see it online. But you’ll also get to see the synchronized tentacular creation in the cinema during the ads running before that new summer blockbuster starts.
