The BWM Films campaign is quite remarkable: under the BMWFilms banner BMW unleashed a lot of filmmmaker-power to realise one of the greatest efforts in advertising so far. BMW approached a bunch of first class filmmakers and asked thme to do a short film centering around a BMW cabrio. The result is a series of short films of premier quality done with great actors and very high production value.
Among the directors that did a short were such names as Tony Scott and Wong Kar Wai.
BMW sais on its website: "BMW's groundbreaking The Hire film series ignored conventions and created the phenomenon known as online films. The Web has never been the same since. These eight short films by critically acclaimed Hollywood directors effectively revolutionized the world of interactive entertainment, while showcasing the absolute limits of automotive high-performance exclusive to BMW. Over 100 million film views and numerous awards later, The Hire film series served as further proof that when it comes to innovation and technology, BMW has always been ahead of its time."
Although BMW didn't quite invent the "phenomenon known as online films" they surely did a good job in catching the latest trend and go with it. The series was called The Hire, at least the first two films; making it a trilogy with Wong Kar Wai's "The Follow". All of them starring the actor Clive Owen.
Due to the overwhelming response BMW initiated a second series of films leaving alone the concept of using films with a plot and going for more abstract stories.
The campaing was planned by advertising agency Fallon, which established itself as a hub for creative talent. Also Fallon connected with Ridley Scott's production company RSA. This connection worked out when Tony, Ridley's brother agreed to to a bit for the BMWFilms series - which was produced by anonymous content.