BMW rebrands motorcycling as digital detox

UAE – BMW Motorrad and its UAE dealership AGMC have launched Throttle Therapy, a series of 10-second videos positioning motorcycling as a form of digital detox.  

Created by Serviceplan Middle East, the minimalist films target overstimulated, high-pressure professionals. Account director Laith Al Emailat explains: ‘They work subliminally, like someone whispering ‘log off’ directly into your dopamine loop.’

Each video features immersive, slow-motion shots of riders gliding through wide desert landscapes, accompanied by ambient sound and minimal text. The visuals are designed to evoke calm, stillness and escape – contrasting sharply with the constant buzz of digital life. 

Directed by Saleh ElGhatit and produced by Bigfoot Films, the campaign embraces brevity. ‘We had to distill everything into 10 seconds,’ says ElGhatit. ‘Any longer and they’d defeat their own purpose.’ 

By stripping away the distractions of modern cars, AGMC hopes to reposition motorcycles as a tool for presence, clarity and mental reset in a car-dominated landscape.  

In our analysis of Digital Detox Destinations, we previously highlighted how, with the aim of finding a solution to the incessant bombardment from our digital devices, consumers are turning off their screens to reconnect with nature.