BMW: advert-body-1 by KBS & Serviceplan Munich

BMW has announced the launch of the first-ever BMW M2. As the newest addition to the M lineup, the M2 embodies four decades of high-performance engineering, pushing the limits of sheer speed and performance.

To launch this highly anticipated vehicle, BMW enlisted the company’s US creative agency of record KBS and German-based communications agency Serviceplan for the co-creation of an integrated campaign called “Eyes on Gigi.” The campaign, directed by Golden Globe-nominee Marc Forster (Quantum of Solace, Finding Neverland), features Victoria’s Secret and swimsuit model Gigi Hadid in a new interpretation of the classic game of three-cup shuffle -- only here, the ball is Gigi and the cups are 365-horsepower BMW M2s.

To pull off this complicated stunt required an incredible amount of intricate choreography, captured at high speeds. As such, BMW tapped top-notch talent to work alongside Director Marc Forster, including Oscar-winning Director of Photography Mauro Fiore (Avatar, Training Day) and Lead Stunt Coordinator Eric Norris.

At first, the game is as simple as following Gigi as she walks across the screen and into one of three M2s parked at a starting line. The action plays out in one continual shot, as five total M2s take off and begin to weave in and out of each other, leaving the viewer struggling to follow. At the end, the viewer is challenged to guess which M2 contains Gigi, submitting their guesses on the campaign microsite. As an added challenge, a 360-degree version of the video will allow viewers to use their mobile devices to watch the action unfold around them as they rotate the camera to try to keep track of Gigi’s M2.