Josh George, a Paralympian track and field athlete competing for Team USA, appears in a quiet but powerful BMW ad breaking during the Olympics opening ceremony on Friday. But instead of being in a car, he's in the brand's Paralympic wheelchair.
The spot, directed by T.J. O'Grady Peyton of Decon for agency KBS, features George flying down an empty road in the wheelchair, intense concentration on his face. A voice over from actor Chris Pine recites inspiring lines around the chorus, "This chair was built for breaking things," painting a picture of how both George, and BMW, know no limits.
It's quite an inspired choice of voice casting with Pine, who's made a name for himself playing the young rule-breaker Captain Kirk in the latest generatoin of "Star Trek" films.
The film attempts to illustrate how the auto brand, even on the Olympics stage, has built an "ultimate driving machine," as BMW had collaborated with the US Paralympic Track and Field team to deliver its fleet of redesigned racing wheelchairs.
The spot will run through the Olympic and Paralympic Games until September 18.