Are we there yet?

A tribute to endless innovation.

The question isn't rhetorical — it's BMW's entire reason for existing. This film, directed by Mark Jenkinson, turned the tension of anticipation into a feeling of momentum. Not frustration. Not impatience.

The kind of restlessness that only comes when you actually believe something better is coming. That's a very specific emotional register to hit for a car brand, and we hit it.