The launch campaign for the new BMW i8 hybrid sports car begins with a number of print ads and three TV spots created by Gus Van Sant. The director of Milk uses his peculiar style to put in perspective the virtues of the i8 in an artistic and sophisticated manner. The downside is that ordinary people may find these ads to be a bit silly.

The first ad we’d like you to see is called “Attitude” starring British actress Mickey Sumner:

http://www.youtube.com/watch?v=xaUlieqwY7c

“Powerful Idea” is next, starring British actor Sam Hazeldine:

http://www.youtube.com/watch?v=CpfF6BelXXo

The third one is called “Genesis” and it features American actor Michael Pitt, from the TV series “Boardwalk Empire”:

http://www.youtube.com/watch?v=YM7YKdlkfq8

Dr. Steven Althaus, head of BMW Brand Marketing and BMW Group Marketing Services: “We deliberately decided on a campaign that tells of the genesis of the BMW i8 – a journey from the impossible to the possible. Visuals showcase the beauty and power of the BMW i8 in pure, genuine, intense images, which give the campaign greater, more iconic impact.”