# Personified Auto Ads The Born Electric Commercials Bring Life to the BMW i8 By Jamie Danielle Munro | Published 2014-05-16 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/born-electric References: [creativecriminals](http://creativecriminals.com/bmw/born-electric-1) & [youtube](https://www.youtube.com/watch?v=lbz5MdnP2oA) Born Electric is a series of commercials featuring the [BMW](https://www.trendhunter.com/trends/relax-we-care) 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](https://www.trendhunter.com/trends/music-deserves-bose). 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. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 17% | Activity: 39% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Personified Auto Ads:** There is a trend of using personification in automobile advertisements to bring cars to life and create emotional connections with consumers. - **Born Electric Commercials:** The Born Electric series by BMW showcases the benefits of electric power in automobile commercials, appealing to the growing interest in sustainable transportation. - **Gus Van Sant Directing:** The involvement of renowned director Gus Van Sant in the Born Electric ads reflects the trend of collaborating with prominent filmmakers to create impactful and visually stunning advertisements. ### Sectors Adopting This - **Automotive:** The automotive industry can leverage personification techniques in their advertisements to enhance brand perception and create deeper connections with consumers, ultimately driving sales. - **Electric Vehicles:** Electric vehicle manufacturers can utilize compelling commercials like the Born Electric series to educate consumers about the advantages of electric power and increase adoption rates. - **Advertising and Marketing:** The collaboration between BMW and Gus Van Sant showcases the potential for innovative partnerships between the automotive and film industries to create captivating advertising campaigns. ## Related on Trend Hunter - [Actor-Backed Electric Automobile Campaigns](https://www.trendhunter.com/trends/the-rise-of-electric.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [Auto-Centric Short Films](https://www.trendhunter.com/trends/relax-we-care.md) - [Dynamic Auto Marketing Campaigns](https://www.trendhunter.com/trends/auto-marketing-campaign.md) - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Supermodel-Backed Automotive Campaigns](https://www.trendhunter.com/trends/bmw-dare-to-be-you.md) - [Childhood-Inspired Car Campaigns](https://www.trendhunter.com/trends/drive-pilot-story.md) - [Vampiric Car Commercials](https://www.trendhunter.com/trends/mercedesbenz-immortal-love.md) - [Influencer-Starring Car Commercials](https://www.trendhunter.com/trends/toyota-2.md)