2001 年到 2002 年，宝马专门针对互联网渠道制作了「The Hire」微电影广告合集，囊括了长度在 10 分钟左右的 8 部短片，这里面几乎汇集了全球最受欢迎的一部分电影人，每个片子的每部的情节和风格各有千秋，但有一个「常数」不变：主角之一都是 Clive Owen 扮演的司机，他总是因为各种任务开着租来的宝马车不停奔波运送重要人物。那时候，多数人对 Clive Owen 的印象还停留在一些好莱坞电影的男配，比如《罪恶之城》里为保护妓女而误杀警察的浪子、《局内人》的高智商匪首、《跨国银行》的国际刑警和《口是心非》里的特工……不过在宝马的这些微电影里，他似乎找到了与自己匹配值更高的角色。 这系列的营销非常成功，在当时完全是品牌内容的新开创。那年宝马的公众知名度和销量都比去年上涨了 12%，而这系列电影在四个月里的播放量超过了 1100 万次，带来的连锁效应是有两百万人在他们的网站注册，和朋友和家人分享这些电影。要知道，那是 15 年前啊！！！YouTube 还没有诞生的年代，分享视频不容易，更别说什么所谓的病毒影响，试想如果这一套短片放到了今天，数据该有多漂亮。除此宝马还心思细腻地制作了一版免费的 DVD 合集，送给那些到访门店的客户，也为线下的引流做了些贡献……
"The Hire" is a groundbreaking series of short films produced by BMW of North America under the banner of BMW Films in 2001. This innovative project was designed to showcase the performance and allure of BMW vehicles while simultaneously telling compelling stories. Directed by a roster of acclaimed filmmakers, including John Frankenheimer, Ang Lee, and Guy Ritchie, the series features Clive Owen as the Driver, a mysterious figure who takes on various high-stakes assignments. Each film blends action, suspense, and drama, creating a unique viewing experience that transcends traditional advertising. The series consists of eight short films, each running between seven and twenty minutes, and they were initially released online, marking a pioneering move in digital marketing. The narratives vary widely, from a tense hostage situation in "Ambush" to a thrilling chase in "The Follow." Despite the diversity in storylines, the films are unified by their focus on the Driver's cool demeanor and the sleek, dynamic performance of BMW cars. This approach not only captivated audiences but also set a new standard for branded content, proving that commercials could be both entertaining and artistically significant. "The Hire" received widespread acclaim for its high production values and engaging storytelling. Critics praised the series for its ability to attract top-tier talent and for its bold departure from conventional car advertisements. The films garnered millions of views online and were later compiled into a DVD release, further extending their reach and impact. The success of "The Hire" demonstrated the potential of short-form digital content and inspired other brands to explore similar creative avenues. In addition to its commercial success, "The Hire" left a lasting legacy in the world of advertising and film. It showcased how a brand could effectively use storytelling to build a deeper connection with its audience, turning viewers into fans. The series also highlighted the importance of collaboration between artists and brands, resulting in content that resonates on multiple levels. "The Hire" remains a seminal work in the evolution of branded entertainment, illustrating the power of creativity and innovation in marketing.
主页
年份2001
集数9
季数3
集时长10
状态Ended
在线观看
类型动作冒险犯罪
制作国家United States of America
