BMW wants its recently facelifted 1-Series to appeal to young people, ideally those who can afford it and have nothing against owning a car.
As it has accustomed us with each new model launched, BMW released a so-called “launchfilm” for the 1-Series as well, with the video featuring young women and men doing things in, around and even on BMW’s prettier 1-Series – don’t think NSFW stuff, even though the opening photo is very suggestive…
It’s the sort of video that sells a lifestyle, and to me it looks like BMW is trying to get attention from young people who are not really into cars.
While reading the YouTube comments to the video I came across one that said the song featured in the launch film doesn’t exist – more specifically, it hasn’t been released yet. If that’s not hipstery, I don’t know what is.