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Gus Van Sant casts the BMW i8 in soft light

BMW has spent the better part of a century building its reputation with fossil-burning transportation, but now it's banking heavily on the success of its new i family of electric vehicles. In order to succeed, it will need to sell examples of the i3, but sell the idea with the i8. And in order to do so, it is going to need some out-of-the-box promotional thinking. And that's just what it seems to have done with this latest campaign of television commercials.
The series of three (or at least that's how many have been released thus far) ads wax more poetic than most of the car ads we've seen. But while they might skimp on the technical details, they don't skip over the talent. The videos are the work of Oscar-nominated director Gus Van Sant, the cinematic artist best known for films like Good Will Hunting, Milk and Finding Forrester.
Van Sant has also solicited the voices of Sam Hazeldine (Caleb from Resurrection), Sting's daughter Mickey Sumner (Sophie from Frances Ha) and Michael Pitt (Jimmy from Boardwalk Empire), but doesn't hide them behind the microphone in the recording studio. Instead they serve as the face of Bavaria's new hybrid sports car, and the results are rather stunning. See for yourself in the trio of videos below.

2015 BMW i8 Prototype

M Meets Edison
The real telling moment for the new BMW i division will be seeing how the recently tested 2014 i3 sells in its various markets, since that is the car that changes how we perceive our expectations of the brand. But this 2015 BMW i8 green supercar has all the earmarks of a slam-dunk project, we just needed to drive it and make sure for ourselves.
BMW has a spectacular test facility in southern France, called Miramas, and that's where we just had our first brief go behind the wheel of the i8. There were three cars for us there and they were dressed up in exactly the same paisley camo that we've all seen in the spy photos published everywhere for the past year. The interiors, though swathed in masking to hide all the details, varied in their color.

Tailor-made BMW motorcycles presented by Petrolicious

Italy is known as a world hub of great design, whether from finally crafted suits and shoes or screaming V8s from Ferrari. In its latest video, Petrolicious transitions to two wheels to focus on a man bringing the country's sophisticated style to some quintessentially German cycles. Calling Franco Augello a motorcycle customizer is almost a slander against his work. Instead of wild paint, heavily modified frames and serious engine upgrades, Augello's creations look more like high-end models from the original factory. His bespoke BMW R65 for a close friend is a perfect example of that craftsmanship. At first glance, the bike, which he calls the Inge 09 for his buddy's nickname, looks like a vintage BMW, albeit one in great shape. Looking closer, you can start picking out little details like the minimalist touches around the fuel filler and leather-wrapped grips. There's nothing flashy about Augello's bikes. Instead, his designs look like well-restored cycles that are more concerned with tiny improvements in some places rather than absolute authenticity. They offer all of the beauty of a Ermenegildo Zegna tailored suit with the ability to fire up the engine and take a ride.