Borgward returns with electropop band Claire

Borgward’s legacy status dates from the first half of the 20th century, when it was known for being one of Germany’s biggest car companies. With the recent revival of the brand via its new Chinese owners, we were tasked with the challenge of soundtracking Borgward’s vision of the future.

Our client asked us for the sound of a young, modern German band to connect with Borgward’s German heritage, and we found it in the crisp sound of Munich synth-pop group Claire. Their song “Pioneers” was placed by Tracks & Fields in Borgward’s TVC, made for the Chinese market.

This harmonious union doesn’t stop there! For the recent launch event for Borgward’s new range of cars in Beijing, we arranged for all five members of Claire to fly to China and perform live as the cars were unveiled for the first time. The pictures above and below capture some of the performance, showing singer Josie-Claire Bürkle as she took to the presentation catwalk to sing “Pioneers” and another Claire song, “Games.”