BMW plans to debut its i sub-brand during the opening ceremony of the Winter Olympics tonight.
The first of three i TV commercials from agency KBS+ will feature the i8 plug-in hybrid super car.
The commercial called "Hello Future," uses the theme and words from "2001: A Space Odyssey," to position the i8 as a futuristic vehicle. The 1964 book envisioned what the future in 2001.
Two other commercials will also air. "Sighting" has people who have seen the i8 trying to describe it. "SHHH" features a boy who takes a joyride in the i3 battery-electric compact to impress a girl. He wins the girl but his father tracks him through the BMW i remote application.
BMW is also debuting digital shorts at NBCOlympics.com featuring the two i cars.
BMW of North America is the official mobility partner of the United States Olympic Committee.
The i cars go on sale in the United States starting in April.
Diana T. Kurylko is a reporter for Automotive News