BMW has partnered with esports brand FNATIC to entice gamers to look up from their screens toward the great outdoors through the lure of the open road.
‘Drive is the Difference’ aims to restore balance to the lives of dedicated players and avoid them burning out by showing them an innovative documentary film produced by Octagon and Milkmoney.
The long-form promotion documents the journey taken by esports stars Tekkz and Shawrey, who log out of their gaming lives for a relaxing weekend break in their BMW M3 Competition Saloon, offering some much-needed respite from the high-pressure gaming environment for a more sedate weekend excursion.
Michelle Roberts, marketing director for BMW UK, said: “These young stars are incredible at what they do – what’s important to BMW and FNATIC is ensuring they maintain their joy for the sport. That’s why we are so excited to launch ‘Drive is the Difference’.”
Colin Johnson, team director and new projects lead at FNATIC, continued: “Performance is something that BMW and FNATIC have always had in common, but an often-neglected part of performance is what to do during your downtime. ‘Drive is the Difference’ is a perfect example of the importance of the idea that running yourself into the ground is not always the key to success – you must be efficient in every aspect of life, and rest and relaxation is no exception.”
Ryan Shaw, creative director at Octagon, said: “Our film follows two esports stars completely unplugging from the game so they can find their drive and come back feeling recharged. It’s unexpected for a performance brand to take you away from the sport you love, but that’s what makes BMW such a brilliant sponsor. They understand the importance of finding balance, so you always find joy in playing at that top level.”
Complemented by four 45-second shorts, the 10-minute film is described as a first-of-its-kind approach to restoring balance in the lives of gamers for a brand that has invested heavily in courting younger drivers by investing in esports.