BMW Videos: The Hire

BMW 'The Hire'

BMW ‘The Hire’

If you follow Gargling Gas you’ll know the guy behind the words lives in a bit of a fantasy world. Along with muscle cars, sleepers and bad BMWs, there’s a back drop of horror, a world in which driving recklessly hails you a hero.

Arnie Cunningham and Christine

Arnie Cunningham and Christine

A perfect world would see the movies Christine, Smokey and The Bandit, The Car, Drive and The Cannonball Run all merged into one surreal universe of police chase and murder, a dimension in which I’d emerge the anti-hero.

Years back, BMW tapped into this kind of fantasy by releasing a series of 10-min videos. Played by Clive Owen, ‘The Driver’,  a hired hand with expert driving skills, finds himself behind the wheel of a BMW.  Each episode showcased the latest BMW in a short and snappy storyline.

Unsurprisingly, BMW’s The Hire increased sales, and because they featured Fight Club director David Fincher and the likes of Ridley Scott, Tony Scott, John Woo, Ang Lee, Guy Ritchie, Madonna, James Brown and Gary Oldman, they won a few awards.

Check out the episode ‘Star’ below, written by Guy Richie and starring wife at the time, Madonna.

Our real star of the show is the M5, of course.