What? The eight short-film series on the internet 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. When? In 2001 five action-packed short films emerged under the campaign title ‘‘The Hire,’’ which became one of the most acclaimed campaigns in advertising history. Three more films were created in 2002 to promote BMW’s new Z4 roadster. Why? “The Hire’’ largely arose from Fallon and BMW’s growing concern that past campaigns had been missing the company’s target audience: well-to-do, high-achieving males who usually researched purchases using the Internet and lacked the time to watch network television. Research showed that consumers inclined to purchase BMWs were also broadbandconnected, tech-savvy males and that 85 percent of this population studied BMW’s cars online before even stepping into a showroom.
Who? BMW asked its long-time advertising partner, Fallon Worldwide, to create something different. In 2001 five action-packed short films emerged under the campaign title ‘‘The Hire,’’ which became one of the most acclaimed campaigns in advertising history. After working with BMW to develop the idea of a James Bond-type hero who drove various BMWs, Fallon enlisted David Fincher’s film-production company, Anonymous Content. Fincher then successfully wrangled some of Hollywood’s biggest guns—including directors Guy Ritchie and John Frankenheimer and actors Madonna, Forrest Whittaker, and Mickey Rourke—to create the five short films. Three more films were created in 2002 to promote BMW’s new Z4 roadster. All eight starred Clive Owen (Croupier, The Bourne