Octowaltz: BMW Launches Virtuosic Heart of Joy Campaign

Jun. 16, 2025

In BMW’s new brand campaign, an octopus performs an impressive underwater waltz — powered by a central nervous system. A metaphor for the unique performance of BMW’s new central control unit: the BMW Heart of Joy. 

BMW first unveiled this innovative control computer — which calculates all driving dynamics functions — back in April. During its first major test at Auto Shanghai, the Heart of Joy took  center stage as part of the BMW Vision Driving Experience. 

Now, BMW showcases the unique performance potential of the Heart of Joy in an incredible film: Octowaltz. 

The thought experiment: The octopus is a fascinating creature. Its decentralized nervous  system allows it to coordinate individual parts of its body independently — much like a  conventional car, where acceleration, braking, steering, and other functions are controlled by  separate units. 

But what if the octopus could channel its power through one central nervous system — the  way BMW's Heart of Joy control unit unites drive, braking, energy regeneration, and partial  steering functions? 

The result: an unbelievable, perfectly coordinated underwater performance. 

The campaign draws a poetic parallel between the fluid movements of the octopus and the  driving experience delivered by the Heart of Joy. “Okto the Octopus” waltzes with masterful  control, exceptional precision, and effortless agility — while maintaining safety in every  situation.