Flashback Friday | BMW M5 E39 The Hire – Star

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Flashback Friday | BMW M5 E39 The Hire – Star

Commercials are an integral part of the brand experience. In Flashback Friday we take a look at video material made by car manufacturers.


The BMW E39 M5, produced from 1998 to 2003, has now reached a legendary status. It is widely regarded as one of the best all-around driver’s cars ever made. It paired a 400-horsepower, naturally aspirated V8 engine and manual transmission with incredibly agile handling and space for five passengers and their luggage.

The E39 is clean, pure and elegant. Together with the long and stretched E38 7-series, the E39 is one of the last classical BMW’s. Its successor, the radical E60 M5 equipped with V10, was introduced in 2005 and designed by Chris Bangle. The 5-series featuring in this short film, with its fantastic proportions, was designed by Joji Nagashima and is very recognisable not only as a BMW but as a 5-series in particular.


BMW M5 E39 The Hire – Star

In the late 1990s BMWs profits were dropping and they decided to start targeting customers through the internet. A rather new media those days.
They got some of the best directors and actors in Hollywood to join: Ridley Scott, Tony Scott, John Woo, Ang Lee, Guy Ritchie, Don Cheadle, James Brown and Gary Oldman, but to name a few.

Clive Owen plays the Driver, in each film he is hired to do a different job. BMW made seven films at a combined cost of $25 million.
All of the BMW films are great, and we will cover some of them in the future.

The Hire campaign was a massive success for BMW. The DVDs were, and still are, highly sought after by fans. The campaign may have costed BMW a fortune, but it paid off:
A big boom in BMW sales, which went from 12.5 percent in 2000-2001 to 17.2 percent from 2001-2002. BMW originally aimed at 2 million viewers, but it’s now estimated that over a 100 million people have seen their films.

BMW made a relevant choice as well. Not only are these films very satisfying to watch, but if you’re looking for a luxury car, they make you want a BMW. Just go and watch “Star” and try to not want an M5…


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