BMW has unveiled a new global campaign for the M5 Sedan, titled 'Duality Untamed'. The campaign, produced by Media.Monks, features Justin O'Shea and explores the dualistic nature of the BMW M5 and its drivers.

The campaign highlights both the dynamic racetrack drive experience and the comfort for regular and long-distance travel. The hero film was directed by Knut Burgdorf and produced by Parasol Island, and was shot across Barcelona and Almería’s racetrack. A separate photoshoot was conducted by photographer Agnieszka Doroszewicz to complement the film.

“It’s not very often that the personality of the car and the protagonist are so in sync," Burgdorf said. "Although the M5 is a dream car, I tried to stage the film in the here and now, making the dream relatable. Every car enthusiast can relate to becoming a different persona by feeling the power of such a car. This feel is what I wanted to portray. And Justin is the perfect protagonist for that."

The campaign will be launched globally, targeting BMW’s core markets across EMEA, APAC, and the United States. The ABL campaign is being supported by a digital and social media strategy.

Media.Monks, a unitary operating brand of S4 Capital, has been responsible for BMW/MINI's European creative brand building since September 2020.