The Hire: Star / Featuring the BMW M5. The BMW film series, The - TopicsExpress

The Hire: Star / Featuring the BMW M5. The BMW film series, The Hire was a series of eight short films (averaging about ten minutes each) produced for the Internet in 2001 and 2002. A form of branded content, all eight films featured popular filmmakers from across the globe, starred Clive Owen as the Driver, and highlighted the performance aspects of various BMW automobiles. This is the fourth part, The Follow featuring Clive Owen and Madonna Directed by Guy Ritchie Written by Joe Sweet and Guy Ritchie The BMW Films series caused a stir in 2001 and 2002 by combining top-quality cinematography, Hollywood names and driving excitement to sell its sporty wares in a whole new way. By arriving five years before YouTube, they ranked as some of the earliest viral videos on the internet. By now, these sorts of films are almost commonplace, but back when BMW hit upon the idea, the idea of brand-integrated short films on the internet was still a novelty. Now, for the first time in over a decade, the German automaker is planning on bringing back BMW Films for a new season. Trudy Hardy, BMW North America Vice President of Marketing, announced the series return at the 2014 Automotive News World Congress in Detroit, according to Ad Age. Whats the most well-executed automotive ad campaign you can think of? DDBs quirky Volkswagen ads from the 1960s? The clever Honda commercials from the 80s and 90s? The awe-inspiring Imported from Detroit? Those are phenomenal. But I would argue no one has ever matched the BMW Films from the early 2000s. Twelve years after they hit the web, the short film serials called The Hire have no rival. Other companies have tried to copy what they did, but no one has come even close to succeeding. Not only are the movies still great to watch, in hindsight we realize just how ahead of the game they were in terms of online advertising. The Hire is the kind of campaign car companies would kill for in 2013. In 2001, it was practically unheard of.

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