BMW's Dreamlike iX Spot Helps You Find Your Soul Drive

In its newest campaign, ‘Your Soul Drive’, BMW showcases its iX model. The BMW iX has been updated to a whole new level of fine craft, cutting edge design and electric performance. The campaign, created by Monks - as part of The Marcom Engine - demonstrates what a soul-connection to the car feels like.

The deeply evocative film, created with acclaimed director James F. Coton from Tempomedia, and led creatively by Gustavo Nardini at Monks, works as a continuous visual metaphor. From the confidence ignited by pressing the start button for the first time, to the most soothing ride on a Nordic bridge, to the thrill of feeling the full power of the electric drivetrain following your lead - the whole film portrays the emotions of a driver who experiences the soul of BMW first hand. The campaign consists of a main film portraying both the BMW iX and the performance-oriented iX M70, two dedicated edits - one for each model - and a wealth of dedicated social media video assets, enabling BMW to connect with the automotive lovers.

Gustavo Nardini, creative director and project lead at Monks, “From the design, to the performance and the luxurious details, there are thousands of technical reasons to choose a BMW. But ultimately, it's how it makes you feel what really matters. So showing the joy of driving the new iX was at the core of our entire campaign, making people wish to escape the city chaos for a moment, at the touch of a luxurious crystal switch.”

The ‘Your Soul Drive’ campaign, consisting of a TVC, digital and social media assets, will be available globally and launched in BMW’s core markets across EMEA and the United States. It has been created in collaboration with Tempomedia, and photographed by Alex Rank and Manuel Nagel. 

As part of The Marcom Engine - a centralised hub-model - Monks centralizes BMW’s European campaign activities and leverages economies of scale by orchestrating the production needs and delivering global, regional and local campaigns, activations, content and assets.