Created by Ogilvy, the action consists of an interactive animation
BMW has launched the “The Return of Racer X” campaign, an interactive animation based on the universe of the iconic Speed Racer, to celebrate the arrival of the new BMW X2 and BMW iX2 in Brazil.
Created by Ogilvy Brasil and produced by Lado Animation and A-Gandaia, the campaign is an interactive digital animation, in which the public has the possibility of deciding the direction of the story.
In the animation, Racer X embarks on an exciting spin-off of the Speed Racer universe, driving a BMW X2 or an iX2, a version with a 100% electric engine. Viewers are invited to interact with the narrative, deciding each move of Racer X and determining the next steps of the plot. The correct decisions, based on the resources of BMW vehicles, are essential to overcome the challenges presented. The ending of the animation maintains the suspense characteristic of the original series, with Racer X keeping his identity a secret.
“The campaign combines a retro feel of the iconic Speed Racer design with Racer X and our latest, modern and stylish BMW X2 and iX2 launches, demonstrating a fantasy universe with animation converging with the real world, materialized in our new products. The possibility of letting viewers decide the sequence of the story increases interactivity and identification with the brand, bringing proximity and stimulating a relationship of consumption and desire between customers and BMW”, explains Tatiana Biasetton, head of marketing and CRM BMW Brazil.
The animation, published on YouTube, allows viewers to choose between two links at the end of each video, each leading to a new video and continuing the story. This format is repeated until the story is completed. To capture the audience, short and inviting teasers are published on platforms such as Meta and TikTok, directing the audience to the full experience on YouTube.
“It’s always a pleasure to work on campaigns that bring unique experiences to the public, and working with a client that embraces these ideas makes the creation process even more enjoyable. BMW is known for its excellence in innovation, automotive engineering and technology, so bringing this campaign with Speed Racer, an icon for many audiences, only reinforces the brand’s commitment to offering unique content to people through its products. And for us, as an agency, creating this story that connects Speed Racer’s past with BMW’s future in motorsports was an incredible journey,” say John Bogéa and Tárik Frank, creative directors at Ogilvy Brazil.
The aesthetics of the animation are one of the main elements of the campaign, combining the 2D style of Japanese anime with 3D models of the cars, detailing the new design of the X2 and iX2, creating a modern and dynamic animation. In addition, the characters have had their looks updated, aiming to captivate new generations.