RENEW & REBOOT. These days, everything old is new again. Realizing this, BMW is set to reboot its highly successful campaign from 2001
The star of the original films, Clive Owen, will reprise his role as a man simply known as “The Driver,” whose day job is basically to drive important people around (in BMW) while avoiding obstacles along the way. If that sounds like the plot of “The Transporter” to you, that’s because the campaign films are said to heavily inspire the Jason Statham-starrer movie franchise.
What makes “The Hire” (as the series of films is called) more impressive is the fact that it managed to receive more than 100 million views, although it was released before YouTube was even created and Wi-Fi was pretty much non-existent.
The original films were produced by the likes of David Fincher and Ridley Scott; directed by Ang Lee, Wong Kar Wai, Guy Ritchie and Alejandro González Iñárritu, among others; and featured Madonna, Gary Oldman, Don Cheadle, Mickey Rourke and more big names.
Similarly, the new version, which is called “The Escape,” is also star-studded. Owen’s cast mates will include Dakota Fanning, Jon Bernthal and Vera Farmiga. Helming the project is director Neill Blomkamp (“District 9,” “Elysium”).
The 11-minute short film will be released on October 23 on BMWFilms.com. In the meanwhile, enjoy the sneak peek (posted above) or watch one of the shorts from the original series, which stars Madonna and is directed by her then-husband Guy Ritchie (ah, the good old days).