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BMW “BMW | Heart of Joy | Meet Okto the Octopus” 2026

BMW “BMW | Heart of Joy | Meet Okto the Octopus” (2026) is a BMW commercial directed by Diarmid Harrison-Murray for Jung von Matt, produced by Untold Studios. It won 2 awards, including Clio 2026 Gold — Film Craft / Animation.

An animated octopus with a decentralized nervous system demonstrates incredible agility and control, contrasting with a BMW car's central control unit for ultimate driving pleasure.

Video: BMW on YouTube

Shot by shot

  1. An animated octopus swims through a vibrant underwater kelp forest, with small fish and coral visible in the clear blue water.© BMW0:00
  2. An octopus swims gracefully through a vibrant kelp forest, its tentacles flowing as it navigates the underwater environment.© BMW0:02
  3. A CGI octopus with brown and orange skin and large eyes swims among kelp in clear blue water.© BMW0:11
  4. An octopus with a reddish-brown body and long tentacles walks across the sandy ocean floor, with kelp forests in the background.© BMW0:15
  5. An octopus with orange and brown skin stands on the sandy ocean floor, moving its tentacles in a playful manner under clear blue water.© BMW0:22
  6. An octopus with a large head and long tentacles walks on the sandy ocean floor, surrounded by tall, dark kelp plants.© BMW0:24
  7. An animated octopus stands on a rocky seabed, surrounded by colorful coral and sea urchins, with kelp forests in the background.© BMW0:28
  8. An octopus with brown skin and long tentacles moves gracefully through a vibrant underwater kelp forest, surrounded by red seaweed and small fish.© BMW0:31
  9. An octopus swims gracefully through a vibrant coral reef, encountering a moray eel in its path.© BMW0:35
  10. An octopus swims over a vibrant red coral reef, surrounded by schools of fish in clear blue water, with sunlight filtering from above.© BMW0:41
  11. An octopus swims away from the camera, surrounded by schools of fish and kelp, in a bright underwater scene.© BMW0:44
  12. A photorealistic CGI octopus with textured skin and a large eye is seen in a medium closeup, surrounded by water and bubbles.© BMW0:47

Stills © BMW. Made by Jung von Matt, Untold Studios and Diarmid Harrison-Murray.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Octopus's decentralized control vs. BMW's centralized control for driving pleasure.

Tagline: “Freude am Fahren”

animal as metaphornature's ingenuitytechnological superioritycontrast and comparisonfuturistic visionplayful animation

The cut

Length
66 s
Shots
22
Average shot
3.0 s
Format
mixed

What creatives use BMW “BMW | Heart of Joy | Meet Okto the Octopus” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of BMW “BMW | Heart of Joy | Meet Okto the Octopus”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    An animated octopus swims through a vibrant underwater kelp forest, with small fish and coral visible in the clear blue water.© BMWAn octopus swims gracefully through a vibrant kelp forest, its tentacles flowing as it navigates the underwater environment.© BMWA CGI octopus with brown and orange skin and large eyes swims among kelp in clear blue water.© BMWAn octopus with a reddish-brown body and long tentacles walks across the sandy ocean floor, with kelp forests in the background.© BMW
    Frames from BMW “BMW | Heart of Joy | Meet Okto the Octopus”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of BMW “BMW | Heart of Joy | Meet Okto the Octopus” in order, with its length, framing and what happens in it.

    An animated octopus swims through a vibrant underwater kelp forest, with small fish and coral visible in the clear blue water.© BMWAn octopus swims gracefully through a vibrant kelp forest, its tentacles flowing as it navigates the underwater environment.© BMWA CGI octopus with brown and orange skin and large eyes swims among kelp in clear blue water.© BMWAn octopus with a reddish-brown body and long tentacles walks across the sandy ocean floor, with kelp forests in the background.© BMWAn octopus with orange and brown skin stands on the sandy ocean floor, moving its tentacles in a playful manner under clear blue water.© BMWAn octopus with a large head and long tentacles walks on the sandy ocean floor, surrounded by tall, dark kelp plants.© BMW
    Length: 66 s · Shots: 22 · Average shot: 3.0 s · Format: mixed

  3. 03Ad ideas: every spot built on a animal as metaphor

    Before you present an idea, you need to know who has done it, and how.

    BMW “BMW | Heart of Joy | Meet Okto the Octopus” is built on a animal as metaphor. Search the library by idea to see every spot that uses it.

    Ministry of Social Affairs “Dog”© Ministry of Social AffairsSwissquote “Football”© SwissquoteBNZ “Kennel”© BNZGoogle “x TELUS - Chameleon”© Google
    Ministry of Social Affairs · Swissquote · BNZ · Google

More commercials by Diarmid Harrison-Murray

  • Neom "Aquellum" (2024) commercial still© NeomNeom “Aquellum” 2024Dir. Diarmid Harrison-Murray
  • John Lewis "Edgar 'Bose" (2023) commercial still© John LewisJohn Lewis “Edgar 'Bose” 2023Dir. Diarmid Harrison-Murray
  • MoneySuperMarket "Monster" (2022) commercial still© MoneySuperMarketMoneySuperMarket “Monster” 2022Dir. Diarmid Harrison-Murray · House 337
  • Cushelle "Cushelle" (2018) commercial still© CushelleCushelle “Cushelle” 2018Dir. Diarmid Harrison-Murray · Publicis Groupe

More from Jung von Matt

Award-winning auto commercials

Questions

Who directed the BMW “BMW | Heart of Joy | Meet Okto the Octopus” commercial?

Diarmid Harrison-Murray directed it, produced by Untold Studios, for the agency Jung von Matt.

Which agency made BMW “BMW | Heart of Joy | Meet Okto the Octopus”?

Jung von Matt created it for BMW (2026).

What awards did BMW “BMW | Heart of Joy | Meet Okto the Octopus” win?

2 awards, including Clio 2026 Gold — Film Craft / Animation and Clio 2026 Gold — Film Craft / Visual Effects.

What is the tagline of BMW “BMW | Heart of Joy | Meet Okto the Octopus”?

“Freude am Fahren”

Sources for the credits and awards

clios.comclios.com