BMW News

    Call it Five-Car Monte: To coincide with the market launch of the new BMW M2, BMW has released its "digital- first" campaign. Stars of "Eyes On Gigi" are the new BMW M2 coupe and American supermodel Gigi Hadid, who is appearing in front of the camera for an automobile brand for the first time. The film, which sets up a game of trying to track five identical cars at once as they weave in and out, braiding their way down a fast stretch of asphalt, has been released exclusively on YouTube and Facebook, and invites viewers to play a very different kind of "shell game." You get to guess which car holds Gigi when the five M2s come to a stop—and it's not as easy as you think!

    The dynamic performance and agility of the first-ever BMW M2 Coupe and the sensuous beauty and elegance of Gigi Hadid inspired renowned film producer and screenplay author Marc Forster, who directed films such as James Bond – Quantum of Solace, Monster’s Ball and World War Z, to create a highly unusual spot.

    The exciting film, which will initially be released exclusively on YouTube and Facebook, invites viewers to play a very different kind of “shell game”: The film starts with supermodel Gigi Hadid climbing into one of three parked BMW M2 Coupes; from then on, the viewer tries to keep track of Gigi and her BMW M2 Coupe.

    Within a short space of time, two more BMW M2 Coupes join in and a fast-paced vehicle choreography begins – making the task virtually impossible. At the end of the drive, all five M2 Coupes come to a halt and the viewer has to identify which car Gigi Hadid is in.

    The spectacular one-shot stunt – captured in a single uncut tracking shot – was filmed at an airfield in California’s Mojave Desert under the direction of Oscar- winning cameraman Mauro Fiore (Avatar, The Equalizer).

    The interactive resolution of the game takes place on the "Eye's On Gigi" microsite, where the viewer can also follow the fast-paced vehicle choreography from a 360-degree perspective.

    “Eyes on Gigi” is the first time the top model from Los Angeles has officially worked with an automobile brand. “We are delighted to win Gigi Hadid as the face of our global campaign for the new BMW M2 Coupe,” commented Uwe Dreher, head of International Brand Communications BMW, BMW i and BMW M. “Gigi and the M2 are the perfect match: Both are strong personalities with fascinating charisma.”

    Hadid was immediately impressed: “BMW is such an iconic brand. The fact that I get to be the face of this campaign is definitely a career highlight for me. The M2 is such a cool, fun car.”