If any advertising campaign ever blurred the lines between film and advertising it has to be BMW’s The Hire. Part ads part short films with significant product placement The Hire was a series of eight episodes each one by a different director, each one featuring Clive Owen as “the Driver”. The plot of each film differs, and in some it is hard to tell if there is a plot, but in short this was basically The Transporter with BMWs instead of Audis and Owen instead of Statham. The series became so popular the BMW released a DVD and a second season consisting of three more episodes and four mini-episodes that were meant to tie the story together. Season 2 provided the series with what is perhaps its most well known episode: Beat The Devil, which was directed by Tony Scott and featured James Brown and Danny Trejo. However personally I enjoy the earlier episodes that had a bit more of comedy to them. Star by Guy Ritchie featuring Madonna is a good example of star power in an ad that really wants to be a short movie. Enjoy:
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