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BMW introducing i8 to US with Hello Future Olympics ad

It's not all unfinished hotel rooms and unconventional toilet situations at the Sochi 2014 Olympic Winter Games. During the broadcast of the opening ceremony tonight, BMW is going to introduce the American TV audience to its plug-in i brand of vehicles. Of course, since we have things like Twitter and YouTube (which the Russian hosts might not be too happy about), you can already see the first spot below. BMW is going all-in on its Olympics ads, saying the campaign is the company's "largest media investment of the year." The first ad, called Hello Future, sets the words of science fiction author Arthur C. Clarke to an array of futuristic cityscape visuals before flashing the i8 onto the screen. Two other spots – called SHHH and Sightings – will also debut during the Games. Those have not yet been placed online, but BMW says that Sightings is about people "trying to describe something they have never seen before; something remarkable and other-worldly" (i.e., the plug-in i8). SHHH, on the other hand, is a short romance, about a "boy who sneaks out in his dad's quiet and all-electric BMW i3 as he tries to impress his dream-girl with the ultimate joyride. In the end, the joyride helps him win the girl." There's a twist, of course, which you can read about in the press release below or just wait until it appears on screen, trying to break through the banal advertising landscape, over the next few weeks. BMW has other connections to the Sochi Olympics as well, including designing the two-man bobsled used by the US Olympic team. There's a contest running regarding that project over on BMWTimeTracker. BMW Debuts BMW i Brand Campaign During NBC's Broadcast of the Sochi 2014 Olympic Winter Games First-Ever U.S. Television Commercials for BMW i to Begin Airing on February 7. WOODCLIFF LAKE, N.J., Feb. 7, 2014 /PRNewswire/ -- BMW of North America, the Official Mobility Partner of the United States Olympic Committee (USOC), will tune into the Opening Ceremony of the Sochi 2014 Olympic Winter Games tonight at 7:30pm ET on NBC, which is expected to be one of the most-watched television events of 2014. During NBC's broadcast of the event, BMW is officially launching the brand campaign for the revolutionary BMW i brand with its largest media investment of the year.

BMW M4 vs. Lexus RC F in Head 2 Head sports coupe showdown

It's the showdown everyone's been looking forward to, the East versus West grudge match of the year. We're talking, of course, about the BMW M4 versus the Lexus RC F.
Although BMW uses a twin-turbo straight-six and the Lexus uses a free-breathing V8, the two are pretty closely matched on paper: a luxury coupe with over 400 horsepower channeled to the rear wheels.
The BMW has been doing these cars for longer, and the M4 boasts a higher power-to-weight ratio. But then the RC F has more power - and without forced induction to break up the rev range. So which is the better luxury muscle coupe? Watch the latest episode of Motor Trend Head 2 Head to find out.

Next BMW 7 Series interior spotted

The next BMW 7 Series looks to be leading a rather dramatic change of the company's interior styling, judging by this new series of spy photos. In the trio of shots, we can see that the next 7 Series will replace the high-quality plastic buttons of the brand's iDrive, HVAC and secondary audio controls with some very, very pretty aluminum pieces. We can also see what looks like haptic touch controls for some of the HVAC systems. While the 7 Series interior has never been bad, it's lagged notably behind the Audi A8 and new Mercedes-Benz S-Class. This brightwork should be taken as a good sign, then, that BMW is preparing to take the fight to its countrymen. Aside from the handsome new switchgear, the large, wide nav screen looks like a pop-up unit, while it appears to be running a new version of the company's infotainment system. These spy photos also give us our most detailed look at the 7 Series' new laser headlights. According to our spies, these will be an optional extra, while LED headlights will be standard. The high-output lights will flank a wider pair of kidney grilles that our spies claim will give the 7 a sportier look. Changes in back are still camouflaged, although our shooters claim the new lamps will be more angular than the current car's. Expect the next 7 Series to make its debut in the second half of 2015, which could indicate a debut at the Frankfurt Motor Show.