BMW returns this year with BMW Films, the series of films by top directors with which the brand brought branded content to the advertising world in 2001. BMW released a series of online films in 2001-2002, directed by top directors such as Ang Lee, Guy Ritchie, John Woo and John Frankenheimer. In the first series, The Hire, Clive Owen played the leading role of a mysterious taxi driver. Mickey Rourke and Madonna also appeared in the films.

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