Back in 2001, BMW created one of the savviest marketing campaigns ever, BMW Films. Instead of producing commercials, the company commissioned a series of short films from directors John Frankenheimer, Ang Lee, Wong Kar-wai, Guy Ritchie, Alejandro González Iñárritu, John Woo, Joe Carnahan and Tony Scott with Clive Owen starring as an anonymous driver for hire.
The latest episode in BMW Films’ The Hire series once again features a star-studded cast fronted by Owen all to highlight the latest BMW 5 Series. Alongside Owen, Neill Blomkamp directs, while Jon Bernthal, Dakota Fanning, and Vera Farmiga make up the remainder of the cast.
The Escape marks a return to The Hire series after 15 years. Like the previous installments, the new film condenses science-fiction and action-movie elements into 11 minutes of gunfire, explosions, and car chases. It’s exciting and entertaining and features some lovely shots of the new 5 Series, mixed in with some Fast and Furious-worthy stunts.
As is the case with earlier BMW Films, The Escape is masterfully conceived and executed. If BMW’s marketing department is smart, and we think they are, this won’t be the last in the series.