BMW films Driving Techniques

The BMW film series The Hire was a series of eight short films (each about eight minutes long) produced for the Internet in the summers of 2001 and 2002. The films were directed by popular Hollywood and international directors. All starred Clive Owen as "The Driver". Each film's story highlighted the performance aspects of various BMW automobiles. The 'first season' films, as well as the Ben Younger-directed interludes, were executive-produced by David Fincher, the 'second season' three films were executive-produced by Ridley Scott.

These films are credited with launching the marketing technique of branded content.

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