Try Keeping Your Eyes on Gigi Hadid in This Whiplash-Inducing 360° Experience From BMW

If you lose sight of supermodel Gigi Hadid in BMW's new ad, it's probably because you're too distracted by one of the automaker's sexy new M2 sports cars. The fashion celebrity and popular Instagram personality anchors a new campaign from agencies KBS and Serviceplan, built shamelessly around the fact that she's a looker, combined with a high-speed shell game. Clad in a tight red dress and spike heels, Hadid climbs into the passenger side of one of three blue 2016 M2 Coupés, which proceed to take off. Joined by two more, the cars weave in and out of each other's lanes while tearing down a runway. After all five come to a stop in a neat row, the ad invites viewers to guess which car is Hadid's—in essence, testing your capacity to stay laser-focused on the ride with the beautiful woman in it. Choose correctly at the campaign's website, EyesonGigi.com, gives you an extra, leggy clip of Hadid climbing out of the car, fixing her hair and smiling at the camera (because she's so impressed, you cunning fox, you). Choose incorrectly, and you see a lone stunt driver summarize your incompetence with one of various wordless gestures—including an amusing use of the car stereo in the best one. The main ad makes it tricky, if not impossible, to track the proverbial pea in the shell—at least in the standard YouTube version. Things get hairier in the 360° version below, where viewers must swivel their smartphones to track the cars from different perspectives. Director Marc Forster (Quantum of Solace, Monster's Ball, World War Z) and cinematographer Mauro Fiore (Avatar, The Equalizer) shot the ad, a single uncut tracking shot, with production company Tool at an airfield in the Mojave desert. It does look awfully good. And to be fair, the 2016 M2—the first-ever version of the model—is a gorgeous car. So in that respect, there's a certain logic to the concept, even if it's also a bit leering at heart. Framing the fast, flashy car as a ticket to a hot young girlfriend is a hackneyed trope that doesn't exactly keep this from seeming like a mid-life crisis mobile ... even if that is a classic—and often effective—confidence trick, much like the sleight-of-hand game on which this is based. Otherwise, a largely digital campaign built around Hadid—a savvy social media player with more than 15 million followers—has a pretty good chance of luring young men into buying the car, too. CREDITS Client: BMW Global and BMW NA: KBS Co-Chief Creative Officers: Jonathan Mackler and Dan Kelleher Executive Creative Director: Paul Renner Senior Art Director: Nigel Gross Senior Copywriter: Ben Cascella Head of Production: Jenny Read Senior Producer: Melissa Tifrere Executive Director of Content Affairs: Robin Oksenehendler Group Account Director: Samantha Smeach Account Supervisor: Keisha Townsend Planner/ Strategist: Benjamin Zoll Integrated Producer: Colleen O'Rouke Serviceplan Global Chief Creative Officer + Partner: Alex Schill Creative Director, Art: Michael Wilk Account Manager International: Sabrina Schwartz Creative Director Copy: Kolja Danquah Art Director: Sanaz Shaafy Senior Copywriter: Angeliki Karnoupaki Account Manager Online: Kim-Julien Korkmaz Backend: Jan Scafer Frontend: Michael Gillig and Casten Behrends Concept: Patrick Hoyer Design: Christian Mellin Production Production Company Name: Tool of North America Director: Marc Forster Managing Partner-Live Action/Executive Producer: Oliver Fuselier Managing Partner-Digital/Executive Producer: Dustin Callif Executive Producer: Robert Helphand Producer: Lisa Cowan Director Of Photography (DOP): Mauro Fiore Lead Stunt: Eric Norris Editorial Editorial Company Name: Rock Paper Scissors Editor: Biff Butler Senior Cutting Asst: Dan De Winter Assistant Editor: Noah Benezra Executive Producer: Eve Kornblum Producer: Lisa Barnable Finishing/VFX Finishing Company Name: Framestore Executive Producer: James Razzall Sr. Producer: James Alexander Line Producer: Morenike Dosu Executive Creative Director: Aron Hjartarson Tvc Compositing Supervisor And Flame: Alex Thomas 360 Compositing Supervisor And Nuke: Michael Ralla FX/Nuke/Previsualisational: Multiple Artist Design: Duncan Elms Animation: Evan Harbuck Music/ Sound Design Sound Design Company: Q Department 360 Sound Studio: Mach 1 Vr Music Company: Duotone Composer/ Artist/ Title: Jordan Lieb / Jack Livesey Executive Producer / Producer: Ross Hoppman / Gio Lobato Creative Director: Pete Nashel Managing Director: David Leinheardt Audio Mix Company Name: Sonic Union Audio Mixer: Mike Marinelli Vo Recorded @ Sound Lounge: Color Company Name: Company 3 Colorist: Tim Masick Color Tweaks By: Beau Leon @ Framestore Photography Gigi Photographer: Jonathan Mannion Photography Agency For Jonathan: Bernstein Andriulli Additional Car Stills: John Clark

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Try Keeping Your Eyes on Gigi Hadid in This Whiplash-Inducing 360° Experience From BMW

A high-speed shell game

Gabriel Beltrone

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Gabriel Beltrone