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Gus Van Sant casts the BMW i8 in soft light

BMW has spent the better part of a century building its reputation with fossil-burning transportation, but now it's banking heavily on the success of its new i family of electric vehicles. In order to succeed, it will need to sell examples of the i3, but sell the idea with the i8. And in order to do so, it is going to need some out-of-the-box promotional thinking. And that's just what it seems to have done with this latest campaign of television commercials.
The series of three (or at least that's how many have been released thus far) ads wax more poetic than most of the car ads we've seen. But while they might skimp on the technical details, they don't skip over the talent. The videos are the work of Oscar-nominated director Gus Van Sant, the cinematic artist best known for films like Good Will Hunting, Milk and Finding Forrester.
Van Sant has also solicited the voices of Sam Hazeldine (Caleb from Resurrection), Sting's daughter Mickey Sumner (Sophie from Frances Ha) and Michael Pitt (Jimmy from Boardwalk Empire), but doesn't hide them behind the microphone in the recording studio. Instead they serve as the face of Bavaria's new hybrid sports car, and the results are rather stunning. See for yourself in the trio of videos below.

Preserving automotive history costs big bucks

$1.8 million is spent each year to maintain GM's fleet of 600 production and concept cars.
When at least two of the Detroit Three were on the verge of death a few years back, one of the tough questions that was asked of Ford, General Motors and Chrysler execs - outside of why execs were still taking private planes to meetings - was why each company maintained huge archives of old production and concept vehicles. GM, for example, had an 1,100-vehicle collection when talk of a federal bailout began.

BMW Individual gives 760Li a Sterling reputation

Standard chrome too plebeian for your taste? You can order a Rolls-Royce with its Spirit of Ecstasy hood ornament made out of just about anything you want: gold, silver, glass... you name it. But if your sense of style is a bit less Anglo and a bit more Saxon, BMW has another option for you.
Feast your eyes on the BMW Individual 760Li Sterling edition. (But don't look directly at it. Don't you dare.) Crafted in partnership between BMW Individual and the silversmiths at Robbe & Berking, the special 7 Series is adorned with hammered sterling silver trim inside and out. The twin-kidney grille, the emblems, the interior trim panels... all hand-made in silver. So you won't want to park this particular Bimmer in the wrong neighborhood, because unlike the Rolls ornament, these don't retract safely under the hood.
The special edition gets a dark grey exterior tint and brown leather interior, the best to highlight the silver brightwork. Otherwise it's mechanically identical to any other 760Li (or so we would presume, as the press release didn't mention specifically), that being the flagship version of BMW's flagship sedan, complete with 6.0-liter twin-turbo V12 at the front end of a long wheelbase. Check it out in the gallery above, including the build process at both BMW Individual and Robbe & Berking, and press release below.