The BMW Group just released a new advertising campaign for its M2 coupe and used Gigi Hadid to do it.
The “Eyes on Gigi” interactive campaign was a one-shot film from director Marc Forster and features Hadid’s first experience shooting for BMW. Forster who directed films such as “James Bond – Quantum of Solace”, “Monster’s Ball” and “World War Z”.
Within a short space of time, two more BMW M2 Coupés join in and a fast-paced vehicle choreography begins – making the task virtually impossible. At the end of the drive, all five M2 Coupés come to a halt and the viewer has to identify which car Hadid is in.
“Eyes on Gigi” is the first time the top model from Los Angeles has officially worked with an automobile brand. “We are delighted to win Gigi Hadid as the face of our global campaign for the new BMW M2 Coupé,” said Uwe Dreher, head of International Brand Communications BMW, BMW i and BMW M, in a press release. “Gigi and the M2 are the perfect match: Both are strong personalities with fascinating charisma.”
The campaign is the first “digital-first” ad in BMW history and the company said it was geared to capitalize on Hadid’s social media popularity as the supermodel has 16.1 million followers on Instagram and 1.9 million followers on Twitter.
If the player picks the right BMW M2 Coupé, the campaign’s sophisticated digital architecture leads into the digital BMW M2 Coupé showroom of the BMW sales company in the player’s country.
Hadid liked the unusual campaign idea: “When they came to me with this concept, I loved it, and was honoured to be a part of it. I had a blast working on this project.”
To guarantee the new “fan of the brand” continued driving fun over, BMW will provide the top model with her own BMW M2 Coupé for six months.
BMW is such an iconic brand,” Hadid said, in a statement. The fact that I get to be the face of this campaign is definitely a career highlight for me. The M2 is such a cool, fun car.”