Publication/Creation Date

January 4 2023

Creators/Contributors

BMW (creator)
Arnold Schwarzenegger (creator)

Description

This long commercial uses sci-fi actor Arnold Schwarzenegger and 80s movie tropes to evoke the sentimentality of the past ("the good old days") in order to promote their vision for the future. Arnold is told "don't fear the future".

BMW writes, "This is the story of BMW’s latest vision vehicle, The BMW i Vision Dee. Formally known as the ‘Digital Emotional Experience’. Born to be your Ultimate Companion in any reality. Designed to reimagine the relationship between driver and vehicle, Dee is not “just” another BMW. No, Dee has a totally unique digital soul, and with it comes a lot of personality. Dee laughs. Dee jokes. Dee helps. Dee learns. Dee claps back. Dee questions. Dee can even change colour to match your outfit, augment reality, or take you to Virtual Worlds. Dee is, for all that we can tell, very much alive – and has her mind set on becoming the Ultimate Companion."

Dee was introduced during BMW's CES 2023 keynote. 

Related Body Part

Entire Body, Eye

Augments

Seeing, Experiencing, Speaking, Communicating, Connecting, Exploring, Expressing, Loving, Moving

Technology Keywords

Autonomous Vehicles, Artificial Intelligence (AI), Mixed Reality (MR), Augmented Reality (AR), Virtual Reality (VR), Virtual Worlds, Digital Soul, E-Ink

Keywords

Nostalgia, 80ies, Science Fiction, Romance, Love, Relationships, Companions, Transportation, Futurism, Emotions, Emotional Enhancement, Storytelling, Personality, Pre-Release

Marketing Keywords

BMW, BMW IVision Dee, CES 2023, Knight Rider, KITT

Source

https://www.youtube.com/watch?v=r8wUIoyN_TA