BMW X1 | COMMERCIAL LICENCE

BMW

The launch of the BMW X1 in China needed a soundtrack that would both match the sense of individuality, rebellion, power and youth of the brand, but also capture the sensation of the sheer pleasure of driving. The moody, attitude laiden blues rock track “I’m Gonna Do My Thing” by USA rock band Royal Deluxe encapsulated everything that the brand needed and bought the spirit of the campaign alive.