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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.

Best new convertibles for 2024 and 2025

If you’re here, then youÂ’re already in the right mindset. Convertibles rule, and we have all the best convertibles listed for you further below. Driving around with the top off is an experience you need to live to fall in love with. When the weatherÂ’s right, youÂ’re on a proper bit of road, and the car youÂ’re in is a good one, few automotive experiences can top it. The experience is extra special when you have a musical exhaust note filtering directly into your ears and echoing off the landscape around you. And while rolling the windows down and opening a moonroof can get you part of the way there, it's nothing like feeling the wind wash over you with absolutely no roof overhead. The downsides can be just as harsh as the upsides when youÂ’re in the wrong conditions, though. Convertibles are typically worse to live with in cold climates, and driving around with the top up frequently means you might be subject to more road noise and worse visibility than an equivalent coupe. And when it comes to pure performance, convertibles are inherently compromised from a weight and structural rigidity perspective. All that said, we still think the upsides outweigh the compromises if your number one objective is to simply have fun. ItÂ’s a good thing then that there are a ton of great convertibles for sale these days. And no, the list of possibilities isnÂ’t as long as it used to be. Long-running standbys like the Mercedes-Benz E-Class and C-Class Convertibles are gone (replaced by the one CLE-Class). And so are others like the Audi TT Roadster, Fiat 124 Spider and Nissan Z Roadster. Nevertheless, opportunities abound from the ultra-cheap and fun, to physics-defying supercars and everything else in between. WeÂ’ll give you options for which new convertibles we think are the best below, so read on to find out.   Mazda MX-5 Miata Pros: Lightweight and compact; great engine and transmission combo; one of the most raw and pure driving experiences out thereCons: Not great for tall people; infotainment is dated; tiny trunk Read our Mazda MX-5 Miata Review Miata is always the answer, right? In this case, that rings even more true than usual. In fact, you could stop reading this list right here and go buy a Miata and youÂ’d likely be just as happy driving it around as you would be in any of the more expensive offerings that follow. ThatÂ’s just the magic of the MX-5.

BMW X1 spied in the snow, on the 'Ring

The next-generation BMW X1 is moving ever closer to production, and it reportedly launches in Europe in June. With just a few months left of development, the Bavarian brand is making sure to get in as much work in as possible – as the shots above show. According to our spies, all of these pictures were taken on the same day, but BMW was running two simultaneous evaluations of the crossover in Europe. At the sunny Nurburgring, the company was doing high-speed tests on the famous track. Meanwhile in chilly Sweden, cold-weather analysis was happening. Regardless of the location, these are some of the least camouflaged X1s photographed yet. Based on the shots, it appears that BMW is evolving the compact CUV's design rather than overhauling it, but there are a few dashes of styling from the 2 Series Gran Tourer in the grille and headlights, as well. The 'Ring shots also clearly show off a panoramic sunroof. While these examples wear a lot of obfuscation at the back, it's easy to make out BMW's LED taillights. The X1 shares its UKL platform with the Gran Tourer and the latest Minis, but possibly offers all-wheel drive. It's reportedly going to be offered with a similar range of turbocharged 1.5-liter three-cylinder and 2.0-liter four-cylinder engines, as well. Related Video: Featured Gallery BMW X1 Spy Shots View 17 Photos Image Credit: CarPix Design/Style Spy Photos BMW Crossover Luxury bmw x1 ring