BMW: Attitude

Published on May 13, 2014

Editor's Pick

Rumor has it that acclaimed director Gus Van Sant is the first director who will work on BMW's revamped version of BMW Films, which the automaker said it was going to bring back earlier this year. The original 2001 campaign was a landmark branded content effort created out of Fallon, Minneapolis and starred Clive Owen as a mysterious driver-for-hire. They were directed by top filmmakers including Ang Lee, John Woo and Guy Ritchie.

But it seems like Mr. Van Sant is getting a jump on BMW work, with a trio of spots via Serviceplan International. They star Michael Pitt ("Boardwalk Empire"), Sam Hazeldine ("The Monuments Men") and Mickey Sumner ("Frances Ha") all waxing poetic about the glories of the BMW i8 hybrid sports car, which goes on sale this summer.

Each spot is about one part of the process that went into making the i8. "Genesis" is about the the journey, "Powerful Idea" is about passion and joy, while "Attitude" proves that while the i8 might look futuristic, it's very much real.

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May 13, 2014
Serviceplan Munich
Gus Van Sant
Production Company:
Angus Wall

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