Composer Hans Zimmer Brings the Magic of BMW IconicSounds Electric to Life

This TV campaign signed by Media.Monks Milano reaffirms yet again BMW's vocation to drive the future, focusing on BMW IconicSounds Electric: the range of electronic sounds that enrich the silent driving experience of the Munich brand's electric models. These unmistakable sounds, created by the legendary composer Hans Zimmer together with BMW creative director Sound Renzo Vitale, lend a distinctive personality to electric motors, supporting the driving experience as well as adapting to any driving style.

The dreamlike TVC showcases the bond between the automotive brand and the mystical world of sound. Viewers follow the journey of a young woman who, upon hearing one of the BMW IconicSounds inside her BMW i7, is taken into a magical world that consists of flickering lights and suspenseful music. Meanwhile, that same electronic composition is performed in an exciting and impressive symphonic version played by some students of the Orchestra of Accademia Teatro alla Scala.

“Our goal was to create a powerful commercial that directly interacts with the audience,” says Domenico Prestopino, creative director at Media.Monks. “The climax of the symphonic music and the increasingly intense visuals, which are presented at an ever-changing pace dictated by the movements of the conductor, spark all sorts of emotions in the protagonist - and perhaps even leave spectators wondering what is real and what is a dream.”  

“This dreamlike and evocative piece of communication makes you realise how much soul a driver can find in an electric car with top-notch technology like the BMW i7,” adds Filippo Rizzo, creative director at Media.Monks. “BMW IconicSounds were created to evoke emotions, and having the Accademia Teatro alla Scala musicians performing one of these peculiar sounds in our TVC adds even more magic to the final outcome of the project.”

"The story," explained Carlo Botto Poala, BMW marketing director, "is revealed step by step, leaving the narrative lead to light as a metaphor for energy and technology that harmoniously connects the two worlds of the film: that of an electric car (in this case the BMW i7) and the Orchestra of Accademia Teatro alla Scala, until they merge together as in a true symphony. The visual treatment is strong and capable of representing the future, through the use of set design, photography and styling.”

The TV campaign is launched during the most important musical event of the year in Italy: the Sanremo Festival 2023. The festival, which takes place every year, is the most popular event in the Country, polarising attention and generating conversations both online and offline.

The campaign will be aired on Rai 1, advanced TV and digital during the week of Sanremo, and then continues for a further week on digital channels.

The spot was directed by Giacomo Boeri and created by Media.Monks, part of The Marcom Engine (TME), in collaboration with the Orchestra of the Accademia Teatro alla Scala.