BMW is making sure that its new plug-in hybrid steals the spotlight by rolling out a trio of sleek, slick commercials directed by visionary Gus Van Sant. The ads have the expected artistic aesthetic and dramatic, cinematic aura. But their power lies as much in a voice as in the actual vehicle, with stirring narrations that give the cars a spirit and soul. AdAge.com featured the trio of striking spots and described how they bring the car to life.
Given Van Sant’s renown for directing Hollywood hits like Good Will Hunting and Milk, it should come as no surprise that the ads are extremely poignant and powerful. While the ads show stunning, minimalist scenes of the luxury hybrid speeding through desert roads with its sleek lines and graceful curves, it’s the riveting narrative that tells the story and sets them apart.
The spots feature narration by actors Michael Pitt, Sam Hazeldine, and Mickey Sumner. Their brilliant delivery conveys the astounding evolution of this phenomenal vehicle. They call it a dream, a vision, too powerful to be tamed, and a story that has just begun.
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