In 2001, BMW launched one of its savviest marketing campaigns ever: The Hire produced by its then-new BMW Films arm. Instead of producing boring commercials, the company commissioned a series of short films specifically for internet distribution, all helmed by well-known directors and with Clive Owen starring as an anonymous driver for hire. BMW is now preparing to launch an all-new 5-series, so it tapped Owen to revive his role for a new film, The Escape.
The Escape, directed by Neill Blomkamp of District 9 fame and also starring Dakota Fanning, premiered on BMW’s YouTube channel earlier this week. Without spoiling too much, this film has a crazy sci-fi plot and all the explosion-intensive action you could hope for. As is the case with earlier BMW Films, The Escape is masterfully conceived and executed.
The original BMW Films productions were so good that you forgot you were watching a commercial for a new car, and this new entry succeeds in the same way. We have a feeling this won’t be the last in the latest series. Watch it now below:
A version of this story originally appeared on Road & Track.
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