BMW Drives Short Film Lovers to the Internet

From 2001–2002, Clive Owen teamed up with BMW to take action packed chase scenes to a whole new level of bad-assary.

The Hire, a series of eight short films designed to subtly highlight the auto brand’s features, was perhaps the earliest successful example of a brand producing video content specifically for internet release. Owen played the same character every time: a professional driver hired for various high-risk jobs. In 2002, the campaign was awarded the Grand CLIO for Television/Cinema. The series had a comeback episode in 2016.