The First of a New Era

BMW is accelerating into a new era of mobility with a cinematic campaign powered by the iconic energy of tennis star and brand ambassador Carlos Alcaraz. Created by Tango Agency, the international launch campaign introduces BMW’s iX3 Neue Klasse model under the tagline “The First of a New Era”.

Launching today, the social-first, scalable, and product-oriented campaign builds the Neue Klasse universe under the umbrella of the new iX3 and connects with its ambassador through their shared values of controlled power, precision, intelligence, and a vision for the future.

At the heart of the campaign is a cinematic 30-second film, directed by Gus St Clair and produced by Madrid-based production company BeSweet Films. Stunningly shot in black and white, with cinematography by Borja Llorens, it follows the world number 1 player - the youngest man to complete a Career Grand Slam in singles - training under floodlights, while a voiceover contemplates how the road to success has changed.
As the dramatic tension builds, we see how gritted teeth and “chasing perfection until it breaks you” ultimately gives way to “letting go, having fun and controlling the chaos” as Alcaraz tosses his racquet high in the air - visibly embracing the way that joy changes the game. Juxtaposing the tennis star’s unique blend of dynamic energy and impressive control with shots of the iX3’s key innovations, the film perfectly captures their shared values.

Spanish British director St Clair, who has previously brought his flair for cinematic storytelling and timeless visual language to commercials and short films including the award-winning Close Your Eyes.

With Neue Klasse, BMW is rethinking mobility and projecting it toward an electric, digital, and circular future, starting with the question: how do we want to drive in the future, and what do we expect from the new generations of vehicles? The result is an ecosystem of innovative technologies that enrich the driving experience, while integrating a clear ambition: to act sustainably and responsibly, asking ourselves what the future needs from us.

BMW begins this transformation with the new iX3, a model that represents a real leap in design, digitalization, efficiency, and sustainability.