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Ringo64

RSS Gus Van Sant casts the BMW i8 in soft light

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<p>Filed under: <a href="http://www.autoblog.com/category/coupes/" rel="tag">Coupe</a>, <a href="http://www.autoblog.com/category/hybrids/" rel="tag">Hybrid</a>, <a href="http://www.autoblog.com/category/marketing-advertising/" rel="tag">Marketing/Advertising</a>, <a href="http://www.autoblog.com/category/videos/" rel="tag">Videos</a>, <a href="http://www.autoblog.com/category/bmw/" rel="tag">BMW</a></p><a href="/2014/05/18/gus-van-sant-bmw-i8-commercials-videos/#continued"><img alt="BMW i8" data-credit="BMW" data-mep="262107" src="http://o.aolcdn.com/hss/storage/midas/b37e303d45e6946b1535a5f00cb4b524/200132341/i8-ad-cap.jpg" /></a><br /><br /><a href="http://www.autoblog.com/bmw/">BMW</a> has spent the better part of a century building its reputation with fossil-burning transportation, but now it's banking heavily on the success of its new i family of electric vehicles. In order to succeed, it will need to sell examples of the <a href="http://www.autoblog.com/bmw/i3/">i3</a>, but sell the idea with the <a href="http://www.autoblog.com/bmw/i8/">i8</a>. And in order to do so, it is going to need some out-of-the-box promotional thinking. And that's just what it seems to have done with this latest campaign of television commercials.<br /><br />The series of three (or at least that's how many have been released thus far) ads wax more poetic than most of the car ads we've seen. But while they might skimp on the technical details, they don't skip over the talent. The videos are the work of Oscar-nominated director Gus Van Sant, the cinematic artist best known for films like <em>Good Will Hunting</em>, <em>Milk</em> and <em>Finding Forrester</em>.<br /><br />Van Sant has also solicited the voices of Sam Hazeldine (Caleb from <em>Resurrection</em>), Sting's daughter Mickey Sumner (Sophie from <em>Frances Ha</em>) and Michael Pitt (Jimmy from <em>Boardwalk Empire</em>), but doesn't hide them behind the microphone in the recording studio. Instead they serve as the face of Bavaria's new hybrid sports car, and the results are rather stunning. See for yourself in the trio of <a href="/2014/05/18/gus-van-sant-bmw-i8-commercials-videos/#continued">videos below</a>.<p><a href="http://www.autoblog.com/2014/05/18/gus-van-sant-bmw-i8-commercials-videos/" rel="bookmark">Continue reading <em>Gus Van Sant casts the BMW i8 in soft light</em></a></p><p style="padding:5px;background:#ddd;border:1px solid #ccc;clear:both;"><a href="http://www.autoblog.com/2014/05/18/gus-van-sant-bmw-i8-commercials-videos/">Gus Van Sant casts the BMW i8 in soft light</a> originally appeared on <a href="http://www.autoblog.com">Autoblog</a> on Sun, 18 May 2014 20:01:00 EST. Please see our <a href="http://www.weblogsinc.com/feed-terms/">terms for use of feeds</a>.</p><h6 style="clear: both; padding: 8px 0 0 0; height: 2px; font-size: 1px; border: 0; margin: 0; padding: 0;"></h6><a href="http://www.autoblog.com/2014/05/18/gus-van-sant-bmw-i8-commercials-videos/" rel="bookmark" title="Permanent link to this entry">Permalink</a>&nbsp;|&nbsp;<a href="http://www.autoblog.com/forward/20887766/" title="Send this entry to a friend via email">Email this</a>&nbsp;|&nbsp;<a href="http://www.autoblog.com/2014/05/18/gus-van-sant-bmw-i8-commercials-videos/#comments" title="View reader comments on this entry">Comments</a><div class="feedflare">

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