In Mexico, BMW had failed to effectively position the Xdrive feature (independent 4-wheel drive system), so we decided to communicate this attribute as relevant to the brand through a radio ad. In the ad the audience can feel the experience of driving with Xdrive, but with the peculiarity of being able to understand its history in several languages, without translating them. Thus, the target is part of an analogy where he and the cars independent traction can understand the road no matter what language they speak.