BMW READIES LATEST ONLINE FILMS

Three Shorts to Debut in October

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DETROIT (AdAge.com) -- BMW of North America is readying the second wave of its acclaimed
One of the stars of the films is the BMW M5.
online film series, The Hire.

Three new film shorts debuting in October will again feature British actor Clive Owen, who in the original series starred as a character simply called The Driver. The character would get behind the wheel of a different BMW vehicle hired by others. In the upcoming films, the story lines will again revolve around him.

Director John Woo
The three films will be directed by John Woo (Windtalkers, Mission Impossible II); Tony Scott (Spy Game, Top Gun) and Joe Carnahan (Narc and upcoming Harrison Ford movie Walk Among the Tombstones).

BMW said the first

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wave resulted in more than 13 million views on bmwfilms.com.

Publicis Groupe's Fallon, Minneapolis, conceived the online marketing program. The first series started in April 2001 and featured five high-profile film directors. The effort created a buzz in the industry as one of the most innovative ad ideas of the year.

85% of buyers go online
BMW told AdAge.com at the time that using the Internet made sense because 85% of BMW buyers first research online.

At this year's International Advertising Festival in Cannes, Fallon's efforts were barred from the film category and blanked by the Media Lions jury. The agency ultimately got recognized by the Cyber jury as best online ad, but still caused controversary when critics charged that the campaign at bmwfilms.com didn't advance interactivity.

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