BMW is well-known for creating brilliant adverts for special models and special occasions. For last year’s Superbowl, they released a 60-second ad showcasing the all-new generation of the iconic BMW 5 Series, featuring the debut of the groundbreaking BMW i5, the brand's first-ever 100% 5 Series. Titled "Talkin' Like Walken," the star-studded commercial brings together Hollywood legend Christopher Walken, actress Ashley Park, and Grammy Award-winning superstar Usher in a brilliant storyline that follows Walken through his day, encountering a parade of impersonators mimicking his unmistakable voice and speech pattern. The best, in our humble opinion, is actually a series of adverts BMW made in the early 2000s called The Hire, directed by Guy Ritchie. The best segment of the series was undoubtedly ‘Star’, a cinematic advert for the BMW E39 M5 and it starred Madonna and a British actor who should have become a Bond but never did, Clive Owen. The M5 was the star of the show, and it’s probably thanks to the memories of this advert that the E39 M5 remains my absolute favourite version to this day. Besides the most amazing body shape designed by Ulf Weidhase, it featured a normally aspirated 5.0 litre V8 that was rated at a rather healthy 294 kW with 500 Nm of torque that was sent to the rear wheels. In the right spec, it was mated to a 6-speed manual transmission which made it ridiculously fun to drive, and it also happens to be the best V8 BMW soundtrack ever. 

There’s a new global campaign added to the list of cool BMW ‘short films’. It’s the new “Relax. We Care.” campaign and it conveys this message with a quirky sense of humour. Anything that can go wrong will go wrong – and this is also the theme of the new short film for the annual BMW Customer Service campaign. “The Thief” is a story about a marriage proposal and a thief, with all kinds of surprising twists and turns. Larger than life, told with tongue firmly in cheek, and great attention to detail. As in the previous films “The Park” (https://www.youtube.com/watch?v=tD9TJrcp5AM) and “The Storm” (https://www.youtube.com/watch?v=E1_Vv7Fb4Bk), the BMW as the silent protagonist suffers plenty of indignities. Scratches, dents, shattered glass and broken-off parts are the visible result of these unexpected adventures. Just as well the professionals from BMW Service and Original BMW Parts are there to repair the damage and bring the claim “Relax. We Care.” to life. The “Relax. We Care.” campaign was produced by the digital agency Monks. This new short film “The Thief” can be seen below - let us know what you think.

Take a look at the YouTube video that's the latest in a long line of cool BMW cinematic campaigns. It's good, but it's still not as good as the one with Clive Owen and Madonna - but I'm old and change sucks: Relax. We care. BMW Service. | BMW

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