Way back in 2001-2002 before some marketing guy coined the term “viral video,” BMW came up with a brilliant way to promote their cars using the internet. Not only were they ahead of their time, they went all out in the manner in which they did it.
Creating a short film series called The Hire, they recruited some of the best directors in the world. With Clive Owen as the only constant who played “The Driver,” they cast a number of notable actors as well. The key to what made the campaign so special is that it was much more film than advertising.
Google the rest of them and see for yourself, surely the most expensive and most tasteful product placement that Bavarian Motor Works has ever invested in.