Ad of the Day: Arthur C. Clarke Introduces BMW i Electric Cars on the Olympics

RAM did it with Paul Harvey. Apple did it with Walt Whitman (by way of Robin Williams). Visa did it with Amelia Earhart. Now, it's BMW's turn to use the poetic words of a long-ago visionary to sell a modern product. The automaker is using a recording of Arthur C. Clarke to celebrate the promise of the future, as realized today by the new BMW i series of electric cars. "Trying to predict the future is a discouraging and hazardous occupation," Clark says in the audio recording from 1964 which serves as the voiceover for BMW i's 60-second launch spot, "Hello Future." The ad, by Kirshenbaum Bond Senecal + Partners, will break Friday night during NBC's coverage of the opening ceremonies of the Winter Olympics in Russia. Clark goes on: "If by some miracle a prophet could describe the future exactly as it was going to take place, his predictions would sound so absurd that people everyone would laugh him to scorn. The only thing we can be sure of about the future is that it will be absolutely fantastic. So, if what I say now seems to you to be very reasonable, then I will have failed completely. Only if what I tell you appears absolutely unbelievable have we any chance of visualizing the future as it really will happen." Stylized, futuristic images of cityscapes, drenched in blue tones, pass one after another before the spot shifts to showing one of the i vehicles, which preens by opening its scissor doors like wings—and is then seen speeding along a darkened tunnel. Two other 30-second spots, for the i8 plug-in hybrid and the i3 all-electric city car, have a bit more of a narrative. The i8 spot, "Sightings," shows people trying to describe something they've never seen before (of course, it's the i8), while the i3 spot, "SHHH," features a boy who takes his dad's i3 for a joyride with a girl (played by Olivia Crocicchia of Rescue Me) but gets caught in the end thanks to his dad's BMW i Remote App. "It is a rare and exciting opportunity to launch a new brand and for BMW i, one that requires a world stage," said Trudy Hardy, vp of marketing for BMW of North America. "We look forward to making a bold statement about the future of sustainable mobility." BMW is going all out for the Olympics. It will also be running digital shorts for the BMW i on NBCOlympics.com, and airing spots for the all-new X5 SUV and its first-ever BMW 2 Series. The automaker also completely redesigned the two-man bobsled that will be used by Team USA this month. CREDITS Client: BMW of North America Agency: Kirshenbaum Bond Senecal+ Partners (kbs+) Spot: "Hello Future" President & Co-Chief Creative Officer: Ed Brojerdi Co-Chief Creative Officer: Izzy DeBellis Executive Creative Director: Paul Renner Group Creative Director: Marc Hartzman Creative Director: Grant Simpson Creative Director: Will Bright Group Account Director: Katie Klumper Account Director: Socrates Papazoglou Account Supervisor: Chris Belmore Executive Producer: Robert Beck Senior Producer: Melissa Tifrere Production Stock Partner: Stalkr Car Footage: Knut Burgdorf @Hochkant Film GmbH & Co. KG Editor/Editorial: Adam Marshall/Whitehouse Post Executive Producer: Lauren Hertzberg Producer: Melanie Klein Assistant Editor: Matt Schaff Post EFX: Carbon VFX Flame Artist: Kieran Walsh Executive Producer: Frank Devlin Senior Producer: Paul O’Beirne Music Supervisor: Woll & Tusk Song/Artist: Original Score by Found Objects Color/Colorist: C03/Rob Sciarratta Audio: Heard City Mixer: Kieth Reynauld Spots: "Sightings" and "SHHH" President & Co-Chief Creative Officer: Ed Brojerdi Co-Chief Creative Officer: Izzy DeBellis Executive Creative Director: Paul Renner Group Creative Director: Marc Hartzman Associate Creative Director: Liz King Associate Creative Director: John Hagerty Group Account Director: Katie Klumper Account Director: Socrates Papazoglou Account Supervisor: Chris Belmore Executive Producer: Robert Beck Senior Producer: Melissa Tifrere Production: Bob Industries Director: Dayton/Faris Executive Producer: Chuck Ryant and TK Knowles Line Producer: Bart Lipton Director of Photography: Tim Hudson Editorial/Editor: Bikini Edit/Avi Oron Executive Producer: Gina Pagano Senior Producer: Brad Wood Assistant Editor: Gustavo Roman Post EFX: The Mill Flame Artist: Nathan Kane Executive Producer: Melanie Wickham Producer: Alex Fitzgerald Music Credits Music Supervisor (Sightings): Wool & Tusk Song/Artist: Vladimirs Blues by Max Richter Music Supervisor (Shhh): Dan Wilcox and Wool & Tusk Song/Artist: High School Lover by Cayucaus Color/Colorist: CO3/Tom Poole Audio: Sonic Union Mixer: Steve Rosen

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Ad of the Day: Arthur C. Clarke Introduces BMW i Electric Cars on the Olympics

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