BMW: Ungovernable

Don't conform to the expectations imposed on us by society; that's the takeaway message in this inspirational ad for BMW from Open Co.

Helmed by legendary promo director Kyle Lewis, the spot encourages us to defy what we believe to be normal and instead pursue our own paths to feel creatively fulfilled.

The eclectic ad features a host of exotic characters who refuse to be categorised or put in a box; bucking the idea of conformity and being unapologetic in the way they carry themselves. A quality that bears resemblance with the brand's newly-unveiled X2 model.