Why BMW's Marketing Strategy Is Going Back to Moviemaking

Why BMW Is Resurrecting Its Bond-Style Short Movies 

Stefan Ponikva, vp and president of brand communication and brand experience, discusses his engagement plan

German luxury vehicle manufacturer BMW aims to emulate the Hollywood experience again through its marketing. After a seven-year absence, the brand film series, BMW Films, will be resurrected.

This return is set alongside the release of a short film featuring Uma Thurman, Pom Klementieff and a BMW i7 M70. The film will be screened at the Cannes Film Festival later this month.

Success for BMW Films began in 2001 with an award-winning short film series called The Hire, starring Clive Owen and overseen by filmmaker David Fincher’s production company.

The James Bond-inspired shorts produced eight entries at less than 10 minutes each that were fundamentally excuses to showcase BMWs in car chases.

Headshot of Stephen Lepitak

Stephen Lepitak

Stephen is Adweek's Europe bureau chief based in Glasgow.