The Presets: ‘Buy Beamer’

Can’t decide between the BMW 1 Series Coupé or the Mercedes C-Class? Like greasy car salesman, The Presets are here to help.

The Sydney electro duo, who recently hit the top of the ARIA charts with their second album, Apocalypso, will lend a remix of their dance-floor hit ‘Are You the One?’ to a new promotional campaign for BMW’s 1 Series. It is believed to be the first time a car company has commissioned new work from a “rock group” in Australia. (Here’s hoping it will also be the last).

The remix by French DJ Lifelike, will feature in a new animated music video, directed by Jonathan Zawada alongside production house Collider. It features the 1 Series in a “starring role”.

“It's cool that this project with BMW has allowed Jonathan and Collider the creative freedom and scope to create something so forward thinking and fresh; like an art project that will stand alone on its own merits,” justifies The Presets’ Julian Hamilton.

BMW, for their part, hope the collaboration reaches a new generation of “successful, creative people under the age of 40” who are into green energy and iPods and shit.

But don’t just take The Presets word for it.

Mess+Noise editor Darren Levin: “The BMW 1 Series is created for those who appreciate driving performance and fun, while wanting to make a statement about their individual style.

“Combining an agile personality, precise handling and premium image, this concentrated, luxury model is likely to attract younger first-time customers to the pleasures of owning a BMW.”

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