BMW has returned to movie-making with the launch of a new short film dubbed “The Escape.”
The tire-smoking action flick, filmed in Toronto and the surrounding area, marks an addition to the highly acclaimed collection of short films BMW produced starting in 2001 under the banner of “The Hire.”
The series featured eight films, posted online, featuring a driver for hire – Clive Owen – that took on unique missions that’d call on all of his driving talent and altruistic good will.
BMW notably started this online-streaming short film effort four years before the launch of YouTube, thus establishing the German brand as a pioneer of online marketing in this form.
“The Hire” went on to gain a cult following after BMW aficionados grew to appreciate the series’ clever driving, witty script, and dynamic cars and SUVs—which were handed to stunt drivers with very minimal modifications, if any.
Acclaimed directors including John Frankenheimer, Ang Lee, Wong Kar Wai, Guy Ritchie, Alejandro González Iñárritu, John Woo, Joe Carnahan, and Tony Scott worked on the original series, while Neill Blomkamp directed this latest film.