Oftentimes, branded content is easy to spot from a mile away. You can always tell when an out-of-place product has been forced into a limelight it was never built for. However, not all instances of branded content end up feeling quite this uninspired.
In 2001, BMW cooked up one of the most creative and iconic pieces of branded content the internet has ever seen. Rather than settle for cheap advertorial copy, it decided to create a series of short films dubbed The Hire to highlight the performance of its cars.
Starring Clive Owen as a mysterious driver hired for various missions and directed by the likes of Guy Ritchie, the cinematic quality and thrilling driving sequences make these short films stand out as innovative and engaging.
Here, we take a look at the five short films that make up the first series.
Ambush
Featured car: BMW 740i
The Driver is chauffeuring an elderly man to an undisclosed location when he is confronted by a group of armed men in a van and is warned that the old man has stolen a large amount of diamonds. The old man claims he has swallowed the diamonds, and believes that the armed men would likely cut him open to get them back.
At the last minute, the Driver decides to help him, participating in a car chase and shootout with the van. The Driver eventually baits the armed men into their own demise before making his escape. He finally delivers the old man to his destination a town nearby and asks if he did indeed swallow the diamonds. The client merely chuckles in response before walking away.
Chosen
Featured car: BMW 540i
The Driver is contracted to protect a holy Asian child who was brought to America by boat. The child initially gives the Driver a gift, but says that he is not supposed to open it just yet. After being pursued by many armed assassins, with one shot even grazing him, he delivers the boy to the monk who was believed to be waiting for him.
The boy, however, signals to the Driver that the man is not actually a monk due to his footwear. The Driver defeats the impostor, preventing him from kidnapping the boy. As he leaves the Driver opens the gift which is revealed to be a Hulk bandage for his bullet wound.
The Follow
Featured cars: BMW 328i Coupé & BMW Z3
A nervous film manager hires the Driver to spy on a paranoid actor’s wife. While tailing her, the Driver describes the right way to survey someone covertly. As he follows her, he begins to fear what he might learn of her apparently tragic life.
He discovers the wife is fleeing the country and returning to her mother’s homeland of Brazil. He also learns she’d been given a black eye, likely by her husband. He returns the money for the job, refusing to tell where the wife is, and tells the manager never to call him again.
Star
Featured car: BMW M5
A spoiled and shallow celebrity hires the Driver to take her to a venue. Yet, unbeknownst to her, the celebrity’s manager actually hired the Driver to teach her a lesson.
The Driver recklessly tears through the city, pretending to escape her pursuing bodyguards, tossing the hapless celeb all around the backseat. Eventually, they arrive at the venue, where she is captured by paparazzi photos in an embarrassing state as she walks the red carpet.
Powder Keg
Featured car: BMW X5 3.0i
Set in Latin America, war photographer Harvey Jacobs is wounded trying to escape a massacre he has just witnessed. The Driver is assigned by the United Nations to rescue Jacobs from this hostile territory.
The photographer tells the Driver about the many horrors he has seen during the course of his work, along with his regrets for being unable to help the victims he witnessed. He gives the Driver the film needed for a New York Times story, along with his dog tags which are to be given to his mother.
As they reach the border to escape the conflict, the pair are confronted by a guard who was perturbed by Jacobs refusing to take more photographs. The Driver dodges and weaves through a hail of gunfire towards safety, although Jacobs died during the escape. Returning to America, the Driver visits Jacobs’ mother to give her the dog tags, along with the news that Jacobs had won the Pulitzer Prize for his photography work.
