This is it, BMW . Years of research, testing, and development has culminated in the upcoming release of the new BMW i8 . With the arrival of BMW’s first plug-in hybrid supercar drawing closer and closer, the German automaker has launched a global campaign to showcase the history of the i8, from its genesis as a concept vehicle all the way to its arrival in dealerships in August 2014. The campaign began on May 9th and will run the gamut of media platforms, ranging from TV spots and print ads, all of which tell the story of a car that has, in so many ways, become synonymous with BMW technology.
The unquestioned star of this campaign is the i8, putting the focus on the hybrid supercar ’s design, performance, and innovation. If anything, BMW is pulling out all the stops with this media blitz, enlisting Gus Van Sant, the man behind Oscar-winning films such as “Good Will Hunting," “Milk” and “My Private Idaho," to direct the three TV spots, namely "Genesis," "Powerful Idea," and "Attitude".
Complementing the TV spots will be a series of seven print ads that highlight the i8’s attributes as a real car for the ages. Like Van Sant’s work on the TV spots, these print ads carry the cache of being photographed by renowned photographer Uwe Düttmann.
If there was any question as to how important the BMW i8 is to the Bavarian automaker, the fact that the company is going to this length to promote the hybrid supercar tells you that the i8 could very well be one of those iconic cars that defines this BMW generation.
Click past the jump to read more about the BMW i8.