BMW Film Series Inducted Into MoMA Collection

NEW YORK BMW’s The Hire, the digital film series that has earned several accolades in the ad industry, was inducted into the permanent collection of the Museum of Modern Art yesterday.

The induction was part of the festivities surrounding the Association of Independent Commercial Producers awards ceremony, which takes place today.

The Internet shorts, from Fallon in Minneapolis, revolve around a hired driver played by Clive Owen, a British actor who takes viewers on an intriguing, high-powered car ride in a BMW. A hybrid of cinema and campaign, the films feature the work of highly acclaimed directors including Guy Ritchie and Tony Scott and actors such as Madonna and Gary Oldman.

Last year, cleaned up at the advertising awards shows, taking home best of show at the One Show and One Show Interactive, the Grand Clio in Internet advertising and innovative media at the Clio Awards, and the Cyber Grand Prix Lion at the Cannes International Ad Festival. This year, the sequel has earned best of show at the One Show Interactive and a bronze in Internet advertising at the Clio Awards.