In the early 2000s, before YouTube existed and long before streaming video dominated our screens, BMW pulled off what remains one of the most daring, creative, and flat-out cool automotive marketing campaigns of all time. That campaign was The Hire—a web-based short film series that flipped the conventional car commercial on its head and helped redefine how automakers could connect with an increasingly digital-savvy audience.
As part of its 50th anniversary celebration, BMW of North America is revisiting its most pivotal moments in a campaign called 50 Stories for 50 Years. Chapter 27 focuses on The Hire, reminding us just how revolutionary this project was. And here at Automotive Addicts, it’s a trip down memory lane—we called The Hire “an oldie but goodie” back in 2008, and it remains one of our all-time favorite promotional efforts by any automotive brand.
BMW’s decision to greenlight the project stemmed from a simple yet risky dilemma. In 2001, the company faced a lull in new product offerings. Instead of defaulting to traditional ads, Jim McDowell, then BMW NA’s Vice President of Marketing and Product Strategy, and his team pivoted boldly. Rather than push individual cars, they wanted to build the brand. They didn’t want another glossy magazine spread or a 30-second TV spot. They wanted stories—compelling, cinematic, unforgettable stories that made the car a character, not just a prop.
What followed was a series of eight short films (with three more added in 2002) known as The Hire, starring Clive Owen as “The Driver”—a mysterious figure tasked with navigating perilous situations behind the wheel of various BMWs. The films were spearheaded by none other than David Fincher and brought to life by a dream team of directors: John Frankenheimer, Ang Lee, Wong Kar-Wai, Guy Ritchie, and Alejandro González Iñárritu, to name just a few.
Each film showcased a different BMW model—E38 740i, E39 M5, E46 330Ci, X5 3.0i, and others—without ever feeling like a sales pitch. Whether it was racing through a shadowy ambush or giving a spoiled pop star (Madonna, brilliantly self-mocking in “Star”) a wild ride she wouldn’t forget, the cars were woven seamlessly into the action. As McDowell aptly put it, BMW wasn’t the story—it was the horse in a great Western.
What made The Hire truly groundbreaking was its distribution. With no viable platform like YouTube, BMW and agency Fallon built their own video player and hosted the films online—a bold move in an era when many consumers still relied on dial-up. Despite slow download times, the buzz grew exponentially. Word-of-mouth exploded. Suddenly, BMW wasn’t just selling cars—they were selling cinema, and people couldn’t get enough.
The campaign’s success wasn’t just anecdotal. BMW NA sold over 213,000 vehicles in 2001, up 9% from the previous year, and topped 232,000 the year after. More importantly, The Hire drew in the exact demographic BMW wanted: tech-savvy, curious, forward-thinking individuals who saw the brand as aspirational but authentic.
No other automaker has quite captured the same magic, though many have tried. Nissan, Mercedes-Benz, and others followed with their own branded content, but none matched the style, impact, or cultural resonance of The Hire. It didn’t just sell cars—it embedded BMW into the cultural zeitgeist, elevating it from a premium automaker to a tastemaker.
And let’s not overlook the long-term effect. By proving that a car brand could be part of high-quality digital storytelling, The Hire gave BMW permission to take creative risks in future campaigns. It opened minds and raised expectations, not only within the company but across the industry.
Today, The Hire is archived in the Museum of Modern Art—a rare feat for anything born of marketing. But to enthusiasts, marketers, and digital pioneers, its legacy is far more than artistic. It’s proof that when you treat your audience with intelligence and imagination, they’ll not only listen—they’ll remember.
BMW didn’t just launch a campaign. It set a standard. And nearly 25 years later, The Hire still drives circles around most automotive marketing out there.
https://www.youtube.com/watch?v=videoseries
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Darryl Taylor Dowe is a seasoned automotive professional with a proven track record of leading successful ventures and providing strategic consultation across the automotive industry. With years of hands-on experience in both business operations and market development, Darryl has played a key role in helping automotive brands grow and adapt in a rapidly evolving landscape. His insight and leadership have earned him recognition as a trusted expert, and his contributions to Automotive Addicts reflect his deep knowledge and passion for the business side of the car world.
