BMW films to return with ‘The Escape’
The film will premiere on Sunday, October 23rd at BMWFilms.com, which is currently showing a teaser trailer of what can be expected. Clive Owen reprises his role as “The Driver”, also featuring are Dakota Fanning, John Bernthal, and Vera Famiga. Holding the reigns as director is Neil Blomkamp, who shot to fame with the acclaimed science fiction flick ‘District 9’. He joins an illustrious roster, which includes: Guy Ritchie, Ang Lee, John Frankenheimer, John Woo, and the late Tony Scott.
The original BMW film series, “The Hire,” was first shown in 2001; it was followed by four further releases over the subsequent fifteen years. The campaign has become an advertising icon, winning the Cannes Lions International Festival of Creativity’s first ever Titanium Lion. It was also named in Advertising Age’s list of “Top Campaigns of the 21st century,” and was hailed by one of the judging panel as “the first big media event of 21st century marketing.”
Advertising Age had first reported in 2014 that BMW would be continuing the campaign, when Trudy Hardy, BMW’s head of marketing, said at the Automotive News World Congress in Detroit that the car maker intending reviving the campaign.
A BMW spokesperson told Ad Age and Creativity, “This is something we’ve wanted to do, and have looked at doing, for a long time. We’re fortunate that the stars have aligned now, on the 15th anniversary of the original series, allowing us to produce a worthy successor to the original series.”