BMW’s back to making gorgeous mini-movie commercials

As BMW prepares to officially launch its all-new i8 hybrid supercar, the German automaker has tapped some artistic talent to help promote its newest model.

This trio of advertisements for the new BMW i8 are just as artistic as the car itself. The shorts are directed by Gus van Sant (Portlandia, Good Will Hunting, Milk) and narrated by the likes of Michael Pitt (the handsome Jimmy Darmody of Boardwalk Empire), Mickey Sumner (Missed Connections, Frances Ha, and Last Chance Harvey), and Sam Hazeldine (The Raven, Monuments Men). The actors personify the car in these ads, proclaiming things like, “I was born electric,” “I am the idea that has to be born” and finally “I am i8″ at the end of each one.

Shots of supercars driving in the desert are nothing new, but the dramatic cinematography and narration saves these minute-long ads from being too cliché.

According to BMW, “Genesis” is about the journey from idea to reality, “Powerful Idea” is about passion and joy, while “Attitude” proves that while the i8 might look futuristic, it’s very much a real car.

Read our review of the BMW i8 here, and watch the series of mini-movies below:

About Jodi Lai