Filed under: Motorsports, Marketing/Advertising, BMW, UK, Luxury
BMW has again put filmmakers behind the lens to add some entertainment to the corporate cause, and the results are worth watching. BMW is the official transport provider of the London 2012 Olympics and Paralympics, so its got four directors to profile four British Olympians, tying their stories to BMW's quest for perfection.
Three of the shorts are Olympics-themed: No Limits (also called Beneath the Surface) about swimmer Rebecca Adlington and the 3 Series, directed by Stevan Riley; Man and Machine about wheelchair racer David Weir and the ultimate connection to your vehicle, directed by Yannakis Jones; and Form and Function about gymnast Louis Smith and the i8, directed by Richard de Aragues.
The fourth film is a retro piece called Power, Speed and Endurance and covers BMW's return to DTM. It's subject is British middle-distance runner Steve Cram, who was breaking records on the track in the seventies and eighties, when racing BMWs were breaking other records at different tracks. It was helmed by Asif Kapadia, who proved his abilities with archival footage as the director of Senna.
Follow the jump for the press release from BMW and thirty minutes of good stories.
Continue reading BMW The Ultimate Performance video series profiles four Olympians
BMW The Ultimate Performance video series profiles four Olympians originally appeared on Autoblog on Sat, 17 Mar 2012 10:01:00 EST. Please see our terms for use of feeds.
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Robert Allen Labonte Terrence Lee Labonte Randy Joseph Lajoie Kevin Paul Lepage William Ashton Lewis Jr
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