Born Electric is a series of commercials featuring the BMW i8, and the first one in the collection is quite epic.
The ad features a man standing very close to the camera, talking as if he was the car. He speaks of things such as how the time has come to accept this new way of thinking, and everything is done with moving music in the background. As the man goes through his speech, the BMW i8 is seen too with cuts going back and forth between the auto and the person. Basically the add is trying to bring this car to life, showing the benefits of electrical power and demonstrating that it is still possible to drive with power and purpose.
The series of Born Electric ads were directed by Gus Van Sant.
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