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By Jennifer Faull, Deputy Editor

December 12, 2014 | 1 min read

BMW has kicked off a campaign to promote its hybrid electric sports car, the i8, with a 60-second film from FCB Inferno.

The idea for the 'Curiosity' film was first presented in June 2013, when FCB Inferno pitched to win the BMW UK creative account.

It shows a 4000 BC hunter-gatherer man observing a herd of horses before jumping on the back of one. Initially terrified, he gradually relaxes and soon realises he is travelling faster than any man has before.

“In essence, driving a BMW is about exhilaration. The emotion behind the ultimate driving machine is very primal in some respects. The first man ever to have the breakthrough idea of riding a wild horse seemed a fitting parallel for the breakthrough idea that is the i8,” explained FCB Inferno chief creative officer Al Young.

Set to air during the X Factor final ad-break, the film will also be cut into a series of shorter spots for TV, online and social.

Bmw FCB Inferno

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