The BMW film series, The Hire

The BMW film series, The Hire was a series of eight short films (averaging about ten minutes each) produced for the Internet in 2001 and 2002.
A form of branded content, all eight films featured popular filmmakers from across the globe, starred Clive Owen as the “Driver”, and highlighted the performance aspects of various BMW automobiles.

The plots of each of the films differ, but one constant remains: Clive Owen plays “The Driver”, a man who goes from place to place (in presumably rented BMW automobiles), getting hired by various people to be a sort of transport for their vital needs.

Directed by John Frankenheimer
Featured the BMW 740i
While escorting an elderly man to an undisclosed location, The Driver is confronted by a van full of armed men

Directed by Ang Lee
Featured the BMW 540i
The Driver protects a holy Asian child that was brought to America by boat.

The Follow
Directed by Wong Kar-wai
Featured the BMW 330i Coupé and the Z3 roadster
The Driver is hired by a nervous movie manager to spy on a paranoid actor’s wife.

Directed by Guy Ritchie
Featured the BMW M5
The Driver is chosen by a spoiled and shallow celebrity to drive her to a venue.

Powder Keg
Directed by Alejandro González Iñárritu
Featured the BMW X5 3.0i
The Driver is chosen by the UN to rescue a wounded war photographer named Harvey Jacobs from a hostile territory.


Directed by John Woo
Featured the BMW Z4 3.0i
The Driver is hired by the FBI to help defuse a hostage situation.


Directed by Joe Carnahan
Featured the BMW Z4 3.0i
In an unnamed foreign country, the Driver drives a wounded man who carries a mysterious briefcase, while under helicopter attack.

Beat The Devil
Directed by Tony Scott
Featured the BMW Z4 3.0i
The Driver is employed by James Brown, who goes to meet the Devil to re-negotiate the deal he made as a young man in 1954 to trade his soul for fame and fortune.



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