ADVERTISING ANALYSIS: BMW "THE HIRE" SERIES

BMW’s High-Stakes Gamble with The Hire Series

"The Hire" series by BMW is one of the most innovative and celebrated advertising campaigns in automotive history. Launched in 2001, this groundbreaking project was a series of eight short films produced by BMW to showcase their vehicles in a unique and cinematic way. The series was released in two seasons: the first five films debuted in 2001, and the remaining three were released in 2002.

Origins and Concept

The concept behind “The Hire” was to create content that entertained viewers while subtly highlighting BMW’s vehicles. Instead of traditional commercials, BMW opted for a cinematic approach, enlisting world-renowned directors, actors, and production teams to create high-quality short films. The series starred Clive Owen as “The Driver,” a mysterious, unnamed protagonist who is hired for various high-stakes missions, each showcasing the performance and capabilities of different BMW models. The films were directed by some of the most prominent filmmakers of the time, including:

John Frankenheimer (“Ambush”)

Ang Lee (“Chosen”)

Wong Kar-wai (“The Follow”)

Guy Ritchie (“Star”)

Alejandro González Iñárritu (“Powder Keg”)

John Woo (“Hostage”)

Tony Scott (“Beat the Devil”)

Joe Carnahan (“Ticker”)

These directors brought their distinct styles to the series, making each film feel like a standalone movie with its own tone and narrative. Despite the varied styles, the common thread was BMW’s vehicles, which were integral to the plot and action sequences.

The Impact and Legacy

“The Hire” was a revolutionary campaign for several reasons. First, it was one of the earliest examples of branded content—advertising that entertains rather than directly sells a product. BMW took a risk by investing heavily in a campaign that didn’t feature traditional commercials but instead relied on the films’ storytelling to indirectly promote the brand. The campaign was released online at a time when streaming video was in its infancy, making it a pioneering effort in digital marketing.

The series was a massive success, garnering millions of views and receiving widespread acclaim from both the public and critics. It demonstrated the power of content marketing and set a new standard for how brands could engage with their audiences. “The Hire” won numerous awards, including the prestigious Cannes Lions, and is still referenced today as one of the best examples of innovative advertising.

The success of “The Hire” also paved the way for other brands to experiment with storytelling in their marketing efforts, leading to a new era of branded entertainment that blends art with commerce.

A Different Approach

One of the most striking and unconventional aspects of BMW’s “The Hire” series was the frequent destruction of the very vehicles they were promoting. This was atypical for automotive advertising, where the primary goal is usually to showcase the durability, luxury, and desirability of a car, rather than subject it to potentially damaging situations. However, BMW took a different approach, using the series to push the boundaries of traditional car advertising.

Why BMW Took the Risk

The destruction of cars in “The Hire” served several purposes. Firstly, it highlighted the cars’ performance under extreme conditions, demonstrating their capabilities in a dramatic and memorable way. By placing the vehicles in high-stakes situations—often involving crashes, high-speed chases, or other forms of mayhem—BMW showcased the engineering prowess and resilience of their cars. This approach emphasized that BMW vehicles were not just about luxury and aesthetics, but also about performance, handling, and safety, even in the most demanding scenarios.

Secondly, the destruction of the cars added to the authenticity and cinematic quality of the films. By treating the cars as part of the narrative rather than just products to be displayed, BMW and the filmmakers were able to cre- ate more engaging and emotionally resonant stories. This was especially effective given the high-caliber directors involved, who were used to working in Hollywood where action scenes often involve significant vehicle damage.

The Impact of This Strategy

Destroying cars in the series was a bold move that paid off. It differentiated BMW from other car brands that might have been more protective of their vehicles’ image. By allowing their cars to be subjected to—and survive—intense scenarios, BMW reinforced the idea that their cars were built to handle anything, making them appealing to a broader audience, including those who value performance and reliability as much as luxury.

This strategy also contributed to the overall success and impact of the campaign. The visceral, action-packed scenes caught viewers’ attention and made the films— and the cars—more memorable. The fact that BMW was willing to “sacrifice” their cars in such spectacular fashion only added to the mystique and appeal of the brand, reinforcing BMW’s identity as a manufacturer of cars that are not only luxurious but also built for real-world performance.

In essence, BMW’s decision to destroy their cars in “The Hire” series was a calculated risk that ultimately strengthened the brand’s image and left a lasting impression in the world of automotive advertising.

BMW’s “The Hire” series remains a landmark in advertising, showing that with the right creative vision, a brand can create content that resonates with audiences on a deeper level than traditional ads. By blending high-octane action with the luxury and performance of their vehicles, BMW didn’t just sell cars—they told stories that captivated millions and redefined what automotive advertising could be.