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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.

BMW to pay $1.6M, rehire workers in discrimination settlement

A BMW subsidiary is on the hook for $1.6 million and must rehire workers as part of a settlement for a race discrimination lawsuit with the US Equal Employment Opportunity Commission. A change in BMW Manufacturing's criminal background check policy at the Spartanburg, SC, factory disproportionately affected African American workers, according to the EEOC, and it cost many people their jobs. The automaker has since changed the policy. According to Automotive News, the suit stemmed from BMW switching logistics contractors at the plant in 2008. As a result, 645 existing workers had to submit revised criminal background checks to keep their jobs. About 100 people didn't meet the new guidelines, according to the EEOC, and they lost their jobs. Around 80 percent of those affected were African American. According to the government agency's complaint, the altered procedures only took into account the category of a crime, not factors like when it occurred or whether the infraction was a misdemeanor or felony. With the settlement accepted by US District Court, BMW must offer work to the affected employees in this case and as many as 90 African American applicants that the contractor didn't hire because of the rules. The automaker also must offer training in the proper manner for criminal background checks. While there's nothing inherently wrong with investigating workers, "when a criminal background screen results in the disproportionate exclusion of African-Americans from job opportunities, the employer must evaluate whether the policy is job related and consistent with a business necessity," P. David Lopez, the EEOC's General Counsel, said in the agency's release, which you can read below. BMW to Pay $1.6 Million and Offer Jobs to Settle Federal Race Discrimination Lawsuit Company's Criminal Background Policy Disproportionately Affected African-American Logistics Workers, EEOC Charged GREENVILLE, S.C. - The U.S. District Court for the District of South Carolina today entered a consent decree ordering BMW Manufacturing Co., LLC (BMW) to pay $1.6 million and provide job opportunities to alleged victims of race discrimination as part of the resolution of a lawsuit filed by the U.S. Equal Employment Opportunity Commission (EEOC).

BMW M3 takes on Mercedes-AMG C63 S in track battle from Evo

Over the last few decades, BMW has firmly established an enviable reputation among automotive enthusiasts by making what many consider to be the very best sporty sedans and coupes in the world. Every few years, a new challenger appears from one of the German brand's long list of competitors, but the result always seems to be the same: Close, but no cigar. The latest challenger to BMW's on-track crown comes from Mercedes-AMG in the form of the C63 S sedan. The AMG has a lot more power, an excellent and balanced chassis and it looks beautiful. But is it good enough to outperform the latest BMW M3? We're not going to spoil it for you. Watch the latest Deadly Rivals video from Evo to find out which competitor comes out on top.