“Mom … how much longer?”
Everyone who has ever traveled with children in the back seat knows this phrase.

This is exactly where our new radio spot for the BMW iX3 comes in. While the son in the back seat whines and asks for the next break, the mother at the wheel remains completely relaxed. And why not?

There are those seconds in road traffic when everything is decided. A brief hint, a sudden obstacle – and the question: Am I reacting fast enough?

The idea behind this radio spot: to make the pioneering driving assistance systems of the BMW iX3 an emotional experience. Instead of data and functions…

Sometimes the best creative idea lies in a saying we all know:
“Boy, boy!” – an exclamation full of amazement and recognition.
This is exactly where our concept for our new BMW radio spot about young used cars comes in…