Filed under: Coupe, Hybrid, Marketing/Advertising, Videos, BMW
BMW has spent the better part of a century building its reputation with fossil-burning transportation, but now it's banking heavily on the success of its new i family of electric vehicles. In order to succeed, it will need to sell examples of the
i3, but sell the idea with the
i8. And in order to do so, it is going to need some out-of-the-box promotional thinking. And that's just what it seems to have done with this latest campaign of television commercials.
The series of three (or at least that's how many have been released thus far) ads wax more poetic than most of the car ads we've seen. But while they might skimp on the technical details, they don't skip over the talent. The videos are the work of Oscar-nominated director Gus Van Sant, the cinematic artist best known for films like
Good Will Hunting,
Milk and
Finding Forrester.
Van Sant has also solicited the voices of Sam Hazeldine (Caleb from
Resurrection), Sting's daughter Mickey Sumner (Sophie from
Frances Ha) and Michael Pitt (Jimmy from
Boardwalk Empire), but doesn't hide them behind the microphone in the recording studio. Instead they serve as the face of Bavaria's new hybrid sports car, and the results are rather stunning. See for yourself in the trio of
videos below.
Continue reading Gus Van Sant casts the BMW i8 in soft light
Gus Van Sant casts the BMW i8 in soft light originally appeared on Autoblog on Sun, 18 May 2014 20:01:00 EST. Please see our terms for use of feeds.
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