The "Baby" campaign, by FCB Inferno, aims to cut through the "overcrowded" aftersales sector and cut out independent mechanics with a move away from price-led advertising.
The campaign, which launched this week and runs across digital OOH, online display and Facebook, show an infant alongside the line, "It’s our pride and joy too."
A secondary line emphasises that "no one cares for your BMW, like BMW," in the hope that car-owners will choose to take their vehicle to a BMW-approved service centre.
The campaign will run until the end of the year. The ad was art directed by Jono Owens and written by Kris Wheater at FCB Inferno. MEC handles BMW's media.
FCB Inferno chief creative officer Owen Lee said: "Aftersales advertising has always been functional and rational. We wanted to remind people of the emotional connection they had with their BMW when they bought it."
Last week it was revealed that BMW was testing Snapchat's new augmented trial lens, allowing prospective customers to "try" out its X2 model by customising its colours, viewing it from all angles and changing its location.