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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.

Why this could be the perfect time for Apple to make a car play

While the automotive and technology worlds have been pouring billions into autonomous vehicles (AVs) and preparing to bring them to market soon as shared robo-taxis, Apple has mostly sat on the sidelines. Of course, Apple is the last company to ever make its intentions known, and the super-secret tech cult giant hasn't been totally out of the AV game based on the clues that have slipped out of its Cupertino, Calif., citadel over the past few years. Related: Apple self-driving cars are real — one was just in an accident News first broke in 2015 that it had assembled an automotive development team, in part by poaching high-profile talent from car companies, to work on a top-secret self-driving vehicle project code-named Titan. (Thank you very much, Nissan.) Apple also subsequently broke cover by making inquiries into using a Northern California AV testing facility and receiving a permit to test AVs on public roads in California. But then as the AV race started to heat up in the last few years, Apple reportedly began scaling back its car activities by downsizing team Titan. More recently, Apple's car project has shown signs of life with the hiring a high-level engineer away from Waymo and luring one Tesla's top engineers and a former employee back to Apple. It also inked a deal with Volkswagen to provide a technology platform and software to convert the automaker's new T6 Transporter vans into autonomous shuttles for employees at tech company's new campus. That is a far cry from giving rides to Wal-Mart shoppers, like Waymo is doing as part of its AV testing in Phoenix. But this could be the perfect time for Apple to enter the AV market now that ride-sharing is reaching critical mass and automakers and others are planning to deploy fleets of robo-taxis. Apple could easily establish a niche as a high-end ride-sharing service – and charge a premium – given its cult-like brand loyalty and design savvy. The growth of car subscription models could also play in Apple's favor since is already has many people hooked on paying for phones in monthly installments – and eager to upgrade when a new and better model becomes available. To achieve this, some believe Apple will fulfill co-founder and CEO Steve Job's dream of building a car. And as the world's first and only $1 trillion company it's sitting on a mountain of cash that certainly gives it the means. But other tech darlings like Tesla and Google have discovered how difficult it can be to build cars at scale.

BMW plans range-topping M760i

The rumors have come from several different places throughout the year and they all point to the same thing: we can expect a BMW M760i in 2016 to sit at the top of the 7 Series range. One of the latest scraps of evidence comes from a forum member at Bimmerpost last month who wrote that an M760i would arrive for model year 2017, and it would be the only regular-wheelbase version with a 12-cylinder engine even if a 760i model joins the lineup. The long-wheelbase 760Li, however, would also get a 12-cylinder motor. This week, BMW Blog published what it says is an accidentally leaked image from the German BMW configurator (pictured) that shows an M760i badge. The actual model doesn't appear, but the configurator places the badge over the 7 Series model you choose to configure. This will be the second 7 series to wear an M badge, and whenever we see it, we're told it will get the M Sport Package and Ferric Grey accents. The first M-badged 7 Series was a limited edition for the Middle East sold two years ago. Both the M760Li and 760Li are tipped to use the 6.6-liter V12 found in the Rolls-Royce Ghost and Wraith - that engine being an evolution of the V12 that powered the last-generation 760Li - but their outputs will vary. The long-wheelbase 7 is expected to get 600 horsepower. The M760i is said to get 624 hp, matching the output of the Wraith, and maybe some handling refinements to make it a proper competitor for counterparts from Mercedes-AMG, Audi, and Jaguar. On top of all that there will still be an Alpina B7, rumored to have 600 horses of its own. Introduction of the range could take place at the 2016 Geneva Motor Show. Related Video: X The video meant to be presented here is no longer available. Sorry for the inconvenience. News Source: BMW Blog, BimmerpostImage Credit: BMW Blog Rumormill BMW Luxury Performance Sedan m performance bmw 760li bmw m760i bmw 760i