BMW, Carlos Alcaraz Drive an Intense Road to Success for iX3

It's so electric

Carlos Alcaraz, the world’s No. 1 tennis player, has teamed up with BMW on “The First of a New Era,” backing the automaker’s electric iX3 model.

Directed by Gus St Clair of BeSweet Films and developed by Tango Agency, a black-and-white :30 centers on Alcaraz training under floodlights, while a voiceover describes how the road to success has changed.

“It’s not about pressure. It’s not about grinding your teeth or chasing perfection until it breaks you. It’s about letting go, having fun, controlling chaos….” (We’ll have what’s he’s having!)

The spot ends with a look of joy from Alcaraz and a peak at the iX3.

“Neue Klasse allows us to tell the story of the iX3 from a very human perspective: how we want to drive in the future,” says Diego Lauton, ECD at Tango. 

CREDITS
Client: BMW España

Agency: Agencia Tango
Executive Creative Director: Diego Lauton
Creative Director: Sergio Sanz
Creative Director: 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 House: Aluzine Audio; DHC Rental Robolt 

Postproduction: Muscle Beach 
Editor: Guille Fernández

Colorist: Marc Morató
Colour Studio: Metropolitana
Postproduction co ordinator: Javier Martínez
Music composer: Jaby Jimenez

Acknowledgements:
Carlos Alcaraz Academy, Universidad de Murcia.