Way back in 2001 and 2002, BMW did something spectacular. It gave big-name Hollywood directors carte blanche to make a series of short films, complete with a hefty budget. Only two things had to remain the same. First, they each had to have a BMW in them – obviously. Secondly, they all had to feature Brit actor, Clive Owen, as ‘The Driver’. The series was called ‘The Hire’.
Publicity done right
Sounds like some good PR, right? Well, it was. But it wasn’t gratuitous. John Woo wasn’t forced to show the handling dynamics of a Z4. Guy Ritchie didn’t have to talk about the bhp output of an E39 M5. And Andrew Kevin Walker didn’t need to highlight the luxury of an E38 7 Series. Nope, they just had to used the cars. And use them they did.
Crashes, stunts, jumps and more. All were a big part of the the films. And brilliantly, BMW weren’t precious about them. They just had to be used as character, not the main subject of the film. This obviously appealed to the filmmakers, as the stuff they delivered was nothing short of incredible. How incredible? Well, when BMW put them on DVD they ran out almost instantly. This is marketing done right.
Over the next few weeks, we’ll post each one for you to watch. This week, it’s ‘Star’, in which our man Clive is tasked with taking a very snooty Madonna to her gig. She’s hateful. He’s charming. The E39 M5 is power-sliding and jumping and the comedy is plentiful. Trust us, you’ll love it.