BMW launched the electric version of its renowned BMW iX1, a model strongly associated with joy and adventure. To counteract that negative vision that fans of the brand and petrolheads have about electric driving, that prejudice that it is a boring driving, we found the perfect insight: the first car we all drove for the first time was electric; and it was a car we definitely had fun with. To develop the storytelling for the campaign, we chose Carlos Alcaraz, the 19-year-old tennis player who had just obtained his driver's license, and whose first "real" car was also electric.
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