HOSTAGE

The driver races to locate a kidnapped victim locked in the trunk of an abandoned car somewhere on the water's edge. Linked to her only by cell phone, the driver narrows in on her location in a desperate race against time and tide.

I don't know who in BMW is responsible for the "Hire" series but this is the best advertising I've ever seen. No longer are we bombarded with logos and SELL SELL SELL BUY BUY BUY images. Rather, we get a nifty little story that really doesn't make much sense, but it's all in good fun. Other companies need to try this approach.