BMW redefines success in a new campaign featuring tennis star and brand ambassador Carlos Alcaraz. It’s not gritted teeth and “chasing perfection until it breaks you”. It’s “letting go, having fun and controlling the chaos.” Joy, BMW states, changes the game. It’s precision, it’s intelligence and it changes everything.
The social-first campaign was created by Tango Agency, an international launch campaign that introduces BMW’s iX3 Neue Klasse model under the tagline, The First of a New Era.
Spanish British director, St Clair, was chosen to direct the edge black & white gero film for his flair for cinematic storytelling and timeless visual language to commercials and short films, that include the award-winning, Close Your Eyes. He commented, “For me, it was about letting the images speak. Keeping it simple and trusting that the contrast between tension and ease would carry the idea. The Agency creative team was truly amazing, they fully trusted my vision to bring their campaign to life; that level of trust allowed us to build, with relatively simple means, a campaign that feels elevated, powerful and intentional.”
“The new iX3 represents a real transformation in design, digitalisation, efficiency, and sustainability. This campaign was created to explain this leap with clarity and emotion, focusing on the main decision-making channels,” stated Gonzalo Sanjuan, CMO of BMW Iberia.
“Neue Klasse allows us to tell the story of the iX3 from a very human perspective: how we want to drive in the future. The campaign translates that vision into a native social language, featuring Carlos Alcaraz as the representative of the brand’s values,” added Diego Lauton, executive creative director at Tango.
Credits
Client: BMW España
Agency: Agencia Tango
Executive Creative Director: Diego Lauton
Creative Directors: Sergio Sanz & Juan Aldeanueva
Agency Producer – Irene Choclán
Account Director: Estefanía García
Production Company: BeSweet Films
Casting: Carlos Alcaraz
Director: Gus StClair
DOP: Borja Llorens
Photographer: Adrian Madrid
Executive Producer: Juan San Roman
Producer: Lucas Vallina
Art Director: Cristina Ruiz Menendez
Lighting: Aluzine
Audio: DHC Rental Robolt
Post-production: Muscle Beach
Editor: Guille Fernández
Colourist: Marc Morató
Colour Studio: Metropolitana
Post-production Co-ordinator: Javier Martínez
Music Composer: Jaby Jimenez
Thanks to: Carlos Alcaraz Academy, Universidad de Murcia
