“The Calm” is the title of the new BMW shortfilm where we will see an electric car chase.
The advent of electric cars is giving automotive companies an opportunity to redo their corporate image. Brands like Volkswagen, involved in the “DieselGate” scandal, see how electrification allows them to change the perception of users. Other brands like Audi renew their style by hiring emerging actress as brand ambassadors.
BMW presented in its day “Forwardism” in which we were presented with a new manifesto of the German brand. Before, it launched “BMW Films” in its branded content strategy to launch short films with the brand as the leading role. Now the two concepts come together for their latest advertising campaign.
“The Calm” is the title of the BMW shortfilm premiered at the Cannes Film Festival. It stars actresses Pom Klementieff (“Guardians of the Galaxy”) and Uma Thurman (“Kill Bill”), directed by Sam Hargrave (“Avengers: Endgame”) and the soundtrack by Hanz Zimmer.
The piece is committed to action and suspense, with the brand’s fully electric BMW i7 M70 xDrive model. The protagonists play two secret agents who are summoned to Cannes, which will lead to chases, fights and kidnappings worthy of the best Hollywood movies.
According to Jens Thiemer, Senior Vice President of Customers and Brand at BMW, in a statement: “The creative and innovative nature of this short film shows the avant-garde approach that this series has taken from the beginning. And that our all-electric vehicles are in the first sequence completely silent chase gives “The Calm” additional relevance.”
The BMW shortfilm “The Calm” is yet another piece in the BMW Films productions, in which the brand partners with top-tier stars. Directors like Tony Scott, Guy Ritchie, Wong Kar-Wai, Ang Lee, or Alejandro González Iñárritu; or the actors Madonna, Mickey Rourke, Clive Owen or Forest Whitaker have participated in their short films.
Making Of – “The Calm”
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