BMW’s Stylish ‘The XMinded’ Reveals Grand Finale of 50th Anniversary Campaign

The brand also enters the next chapter ‘The Ultimate Electrified M Power’




Serviceplan Hamburg

“We are M” – under this claim, BMW M and Serviceplan Hamburg are celebrating the 50th anniversary of BMW M. The international campaign is divided into four chapters. With “The XMinded”, the final chapter of the campaign launched on 3 November. It gives an outlook on the future and direction of the M brand and accompanies the launch of the new flagship vehicle BMW XM. The communication includes an online film and multiple social media motifs.

Each chapter of the campaign features M-relevant protagonists – including fans of the brand and formative figures such as the first BMW M Managing Director and racing driver Jochen Neerpasch.

With the first-ever BMW XM, the brand is now entering new territory. In addition to the flagship vehicle, the campaign focuses on the exceptional musician Chief Adjuah a.k.a. Christian Scott. The 6-times Grammy nominated jazz musician is breaking new ground just as boldly and expressively as the XM. Not only does he move freely between a wide variety of musical genres, but his “stretch music” also repeatedly explores the genre conventions of jazz in new ways.


Watch the final fourth film of the BMW M anniversary campaign here, directed by Chehad Abdallah (Production companies EASYdoesit and Neverest)

Jakob Eckstein, Creative Managing Director of Serviceplan Hamburg, comments: “50 years of BMW M not only celebrates the successful motorsport history and numerous top performances. The brand also enters the next chapter ‘The Ultimate Electrified M Power’. As a car enthusiast, executing such a campaign certainly has your heart beat at Autobahn-speed in many moments.”


The final chapter of the BMW M anniversary campaign can be seen primarily in the core markets of the USA, China, and the Arab Emirates online and on social media. Serviceplan Hamburg is responsible for concept and creation, and the film was produced by Neverest and EASYdoesit, directed by Chehad Abdallah. The social media motifs were realized with photographer Phillip Himburg.


Serviceplan Hamburg
Jakob Eckstein: Managing Director
Sebastien Stabenau: Executive Design Director
Bastian Tripp: Creative Director
Damian Kuczmierczyk: Creative Director
Sebastian Greven: Account Director
Berhe Seuetom: Account Manager
Nelli Walker: Account Manager


Christoph Köhler: General Manager
Katrin Habermann: Agency Producer

EASYdoesit (Chapter 4)
Chehad Abdallah: Director
Phillip Himburg: Photographer

Cast (Chapter 4)
Chief Adjuah

Konstantin Mazov: DoP
Gregor Möllers: Executive Producer
Selina Kaiser: Producer

Music (Chapter 4)
Chief Adjuah:

Composition (Chapter 4)
Nikolai Potthoff
Timor Litzenberger
Sebastian Zenke
Fabian Reifarth

Sound Design (Chapter 4)
Philipp Monk
Martin Seyer

Executive Producer Music
Nikolaus Grunert

Mix (Chapter 4)
Not A Machine

Post Production (Chapter 4)
Anselm Koneffke: Editor
Julien Alary: color grading
Ambassadors: VFX
Bas Moonen: VFX Supervisor
Sophie van Kooten: Lead Project Manager

The Staff

The Staff

Gettin' it done.

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