The 2024 BMW campaign, The Soul of BMW, invites viewers to experience the “100% Driving Pleasure” that comes from BMW’s latest range of fully electric vehicles. This commercial showcases how BMW’s commitment to performance, luxury, and sustainability continues to evolve, capturing the essence of the brand through an exhilarating focus on their cutting-edge electric models.
In the ad, BMW takes viewers on a visual journey, highlighting the places where the “soul” of BMW truly shines—from scenic open roads to urban streets, illustrating that the spirit of BMW is not only found in these breathtaking settings but is embodied in the drive itself. As BMW puts it, “The essence of BMW comes to life on the road.” This sentiment is echoed by their declaration that the 100% electric lineup “blends performance, luxury, and cutting-edge technology,” creating unforgettable moments of joy and emotional connection that will “last a lifetime.”
The music in this BMW advert helps convey the emotion and depth of the driving experience.
The music in the “Soul of BMW” Advert
Song: Beautiful Things
Artist: Benson Boone
Album: Fireworks & Rollerblades
Released: 2024
The song featured in BMW’s 2024 advert is Beautiful Things, a fresh and emotionally resonant track by American singer-songwriter Benson Boone. Known for his soulful pop-rock style and evocative lyrics, Boone released this track as part of his album Fireworks & Rollerblades in early 2024. Beautiful Things quickly resonated with listeners due to its heartfelt message and powerful, uplifting melody. The track complements the visual journey in the BMW commercial, underscoring moments of awe and wonder that align perfectly with the BMW brand’s pursuit of excellence and the simple joy of driving.
With Boone’s soaring vocals and poignant lyrics, Beautiful Things reflects the BMW electric vehicle’s elegance, technological prowess, and sustainability. The song’s evocative tone enhances the commercial’s narrative, painting a picture of modern driving that’s not only about the destination but also about embracing every moment along the way. By pairing the carmaker’s electric lineup with such a meaningful track, BMW effectively communicates that driving one of their vehicles is an experience meant to be savored, bringing beauty to both the journey and the journeyer.
You can listen to the full track on this Official YouTube video: