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BMW “The Icon” 2023

BMW “The Icon” (2023) is a BMW commercial directed by Zika Liu for Juice, produced by Hamlet. It won one award: shots Awards Asia Pacific 2023 Gold — Sound Design.

A man meticulously investigates the essence of BMW's 'The 3' series, uncovering its iconic design and untamed spirit through a blend of vintage and modern investigative techniques.

Video: HAMLET on Vimeo

Shot by shot

  1. A person with glasses is seen through a circular light, looking intently at something off-screen in a close-up shot.© BMW0:05
  2. A black car drives away through a tunnel, viewed through a magnifying glass on a desk with photos.© BMW0:07
  3. A close-up shot shows a label maker embossing the words "EVERY DETAIL" onto a white tape, with the machine itself in the foreground.© BMW0:27
  4. A man wearing magnifying glasses examines a photographic slide, holding it up to the light in a dark, industrial-looking interior.© BMW0:32
  5. A man in glasses and a dark shirt is blurred, moving quickly in a dimly lit, industrial-looking interior space.© BMW0:43
  6. A person's finger presses a black button on an old-fashioned audio device, activating it in a dimly lit interior.© BMW0:51
  7. A dark, blurry shot of a car driving at night, with headlights visible and a lens flare.© BMW1:03
  8. A dark BMW car with bright headlights drives towards the camera through a smoky, green-tinted tunnel, revealing road markings.© BMW1:13
  9. A person's hand writes "THE UNTAMED SPIRIT" in red on a glass surface, with film reels visible in the background.© BMW1:17
  10. A film strip with various shots of BMW cars, including a silver sedan and a red sedan, is shown against a bright, circular background.© BMW1:27
  11. A magnifying glass reveals a metal tag with the words "THE MIND" over a notebook with sketches and notes, on a white surface.© BMW1:40
  12. The BMW logo, initially blurred, comes into sharp focus on a dark gray car body, highlighting its iconic design.© BMW1:48

Stills © BMW. Made by Juice, Hamlet and Zika Liu.

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

The idea

Uncovering the iconic essence of BMW 'The 3' through meticulous investigation.

Tagline: “New things have come.”

meticulous investigationvintage technology meets modernhidden details revealedjourney of discoverytransformation of old to newsymbolic representation

The cut

Length
130 s
Shots
67
Average shot
1.9 s
Format
mixed

What creatives use BMW “The Icon” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of BMW “The Icon”? 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.

    A person with glasses is seen through a circular light, looking intently at something off-screen in a close-up shot.© BMWA black car drives away through a tunnel, viewed through a magnifying glass on a desk with photos.© BMWA close-up shot shows a label maker embossing the words "EVERY DETAIL" onto a white tape, with the machine itself in the foreground.© BMWA man wearing magnifying glasses examines a photographic slide, holding it up to the light in a dark, industrial-looking interior.© BMW
    Frames from BMW “The Icon”

  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 “The Icon” in order, with its length, framing and what happens in it.

    A person with glasses is seen through a circular light, looking intently at something off-screen in a close-up shot.© BMWA black car drives away through a tunnel, viewed through a magnifying glass on a desk with photos.© BMWA close-up shot shows a label maker embossing the words "EVERY DETAIL" onto a white tape, with the machine itself in the foreground.© BMWA man wearing magnifying glasses examines a photographic slide, holding it up to the light in a dark, industrial-looking interior.© BMWA man in glasses and a dark shirt is blurred, moving quickly in a dimly lit, industrial-looking interior space.© BMWA person's finger presses a black button on an old-fashioned audio device, activating it in a dimly lit interior.© BMW
    Length: 130 s · Shots: 67 · Average shot: 1.9 s · Format: mixed

  3. 03Ad ideas: every spot built on a journey of discovery

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

    BMW “The Icon” is built on a journey of discovery. Search the library by idea to see every spot that uses it.

    Burbery “Burberry "Open Spaces”© BurberySamsung Electronics “What Does Your Mind See”© Samsung ElectronicsSuncorp “The Tale of Two Queenslands”© SuncorpHonda “Space-Hub”© Honda
    Burbery · Samsung Electronics · Suncorp · Honda

More commercials by Zika Liu

  • Apple "China - If you want it - Mac can do it with you - Main Film" (2025) commercial still© AppleApple “China - If you want it - Mac can do it with you - Main Film” 2025Dir. Zika Liu · TBWA\Media Arts Lab – China

More from Juice

  • BMW "The Big Fish" (2023) commercial still© BMWBMW “The Big Fish” 2023Dir. Per-Hampus Stålhandske · Juice

Award-winning auto commercials

Questions

Who directed the BMW “The Icon” commercial?

Zika Liu directed it, produced by Hamlet, for the agency Juice.

Which agency made BMW “The Icon”?

Juice created it for BMW (2023).

What awards did BMW “The Icon” win?

1 awards, including shots Awards Asia Pacific 2023 Gold — Sound Design.

What is the tagline of BMW “The Icon”?

“New things have come.”

Sources for the credits and awards

shots