The commercial is a step away from BMW’s usual target audience of established adults looking to break their banks with a brand-new BMW purchase. This particular ad, which incidentally touches on the same ‘Joy’ buzzword that Beamer seems to have attached itself in, targets a much younger audience – an audience BMW wants to break into – with a vivid display of lively colors, boisterous energy, coupled with the soothing effects of a night-time joyride in the urban metropolis.
BMW has gone through great lengths in promoting the X1, even going as far as creating its own social-network page. Of course, this all ties up to its plan to appeal to a younger crowd and from the looks of the commercial, the folks of Beamer have made it clear that the X1 is the car for young up-and-comers.
Continue after the jump for the video.
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