Milan, October 13, 2026 – Serviceplan Italia has created the new TV and radio campaign for the BMW 1 Series, on air from October 11 across major national channels, featuring the extraordinary participation of Rose Villain, one of the most distinctive and recognizable voices in Italy’s contemporary music scene.

At the heart of the creative project is the ambition to tell the story of the BMW 1 Series through a language capable of bringing the brand closer to a younger audience, highlighting what makes this model unique within the BMW range: its ability to express the personality of those who choose it.

This is why Rose Villain was selected for the campaign. With a strong and unmistakable identity, the artist embodies energy, authenticity, and a distinctive style. A personality that naturally reflects the dynamic and unique character of the BMW 1 Series, while preserving the elegance and premium appeal that define the BMW world.

The artist’s voice and music play a central role in the campaign, creating a communication platform that is contemporary, recognizable, and capable of building a meaningful connection with new generations.

For the TV campaign, Serviceplan Italia adapted the international film for the Italian market, enhanced by Rose Villain’s voice-over and the notes of “Victoria’s Secret”, one of the artist’s most iconic tracks, chosen as the soundtrack of the commercial.

The collaboration further extends into a radio campaign conceived and developed by Serviceplan Italia specifically for the Italian market, entirely interpreted by the artist. Drawing inspiration from the evocative imagery of the song and the concept of “reaching the moon,” the creative idea transforms this vision into an aspirational metaphor: the desire to achieve something special that, thanks to dedicated commercial conditions, becomes closer and more attainable.

With this project, Serviceplan Italia, the brand’s creative agency within the European The Marcom Engine project, reinforces its approach to communication by connecting brand values with the languages of contemporary culture, turning an artistic collaboration into a creative opportunity to make the brand even more distinctive and closer to people.

CEO e CCO

Stefania Siani 

Executive Creative Director

Giuliana Guizzi

 Marco Turconi

Senior Copywriter

Noa Consigli 

Art director

Maurilia Piazza 

Account director

Eleonora Macioci

Account Executive

Ginevra Compiano