BMW: The Ultimate Performance

BMW has again put filmmakers behind the lens to add some entertainment to the corporate cause, and the results are worth watching. BMW is the official transport provider of the London 2012 Olympics and Paralympics, so its got four directors to profile four British Olympians, tying their stories to BMW's quest for perfection.

Three of the shorts are Olympics-themed: No Limits (also called Beneath the Surface) about swimmer Rebecca Adlington and the 3 Series, directed by Stevan Riley; Man and Machine about wheelchair racer David Weir and the ultimate connection to your vehicle, directed by Yannakis Jones; and Form and Function about gymnast Louis Smith and the i8, directed by Richard de Aragues.

The fourth film is a retro piece called Power, Speed and Endurance and covers BMW's return to DTM. It's subject is British middle-distance runner Steve Cram, who was breaking records on the track in the seventies and eighties, when racing BMWs were breaking other records at different tracks. It was helmed by Asif Kapadia, who proved his abilities with archival footage as the director of Senna.

Follow the jump for the press release from BMW and thirty minutes of good stories.














Show full PR text
BMW PRESENTS: THE ULTIMATE PERFORMANCE

February 2012 - BMW, Official Automotive Partner of the London 2012 Olympic and Paralympic Games, has launched BMW Presents, a series of four inspirational short films that celebrate the outstanding sporting achievements of BMW London 2012 Performance Team members to explore what it takes to deliver The Ultimate Performance.

Olympians Louis Smith and Rebecca Adlington, Paralympic wheelchair athlete David Weir and legendary middle-distance runner Steve Cram star in the series which also investigates the parallels between the athletes and BMW, exploring how a combination of technology, determination and continuous improvement leads to Olympic and Paralympic medals as well as world class automotive innovation.

BAFTA-winning director Asif Kapadia worked with Steve Cram on a retrospective piece, looking back at athletics and motorsport in the 1980s, whilst Richard de Aragues directed Louis Smith in a film which examines the tension in delivering a performance that excels from both an aesthetic and technical perspective.

The focus of six-time Paralympic medallist David Weir's film is the relationship between the athlete and his equipment to examine what makes man and machine work in harmony. Finally, Rebecca Adlington's film, Beneath The Surface, shows how the work her coaching team put into her hydrodynamic efficiency relates to the aerodynamic testing processes carried out on all BMW models.

With London 2012 fast approaching, documentary film maker Yannakis Jones relished the opportunity to work with David Weir: "In this Olympic and Paralympic year, BMW Presents was a great chance to explore the lengths that athletes go to in pursuit of success. We wanted to delve deeper, uncover new perspectives and to gain a better understanding of what goes into delivering ultimate performances."

Tim Abbott, Managing Director of BMW Group UK, "By teaming our athletes with some brilliant directors, BMW Presents is able to showcase the astounding dedication of the BMW London 2012 Performance Team and demonstrate how constant innovation, attention to detail and technical ability are vital in both the automotive industry and the sporting arena. As the Official Automotive Partner of London 2012, we are delighted to be supporting athletes and help deliver a more sustainable Olympic and Paralympic Games."

BMW Presents will be available to view on the BMW YouTube channel (www.youtube.com/bmwuk), in BMW dealerships and in selected cinemas before key films. The films are summarised below:

Film: Athlete (Director)
Power Speed and Endurance: Steve Cram (Asif Kapadia)
No Limits (also "Beneath the Surface"): Rebecca Adlington (Stevan Riley)
Man and Machine: David Weir (Yannakis Jones)
Form and Function: Louis Smith (Richard de Aragues)

Chosen by the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) as the Official Automotive Partner, BMW's sustainability credentials will help LOCOG deliver a sustainable Olympic and Paralympic Games. As part of the partnership, BMW will supply a range of Efficient Dynamic diesel cars, hybrids and electric vehicles, achieving average CO2 emissions below the LOCOG target of 120g/km, as well as bicycles and motorcycles.

BMW as a London 2012 Partner
BMW will provide 4,000 low emission diesel, hybrid and electric cars as well as motor cycles and bicycles to the London Organising Committee of the Olympic and Paralympic Games (LOCOG) in support of the Games. These will principally be used as shuttles for athletes, officials, media, employees of the LOCOG, representatives of the national Olympic committees, the international sporting bodies of the IOC and sponsors.

LOCOG set ambitious CO2 emission targets for its operational vehicle fleet at London 2012. BMW will provide vehicles that average less than the 120g CO2 per kilometre required by LOCOG.

The BMW Group
The BMW Group is one of the most successful manufacturers of automobiles and motorcycles in the world with its BMW, MINI, Husqvarna Motorcycles and Rolls-Royce brands. As a global company, the BMW Group operates 25 production and assembly facilities in 14 countries and has a global sales network in more than 140 countries.

In 2011, the BMW Group sold about1.67 million cars and more than 113,000 motorcycles worldwide. The profit before tax for the financial year 2010 was euro 4.8 billion on revenues amounting to euro 60.5 billion. At 31 December 2010, the BMW Group had a workforce of approximately 95,500 employees.

The success of the BMW Group has always been built on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy. As a result of its efforts, the BMW Group has been ranked industry leader in the Dow Jones Sustainability Indexes for the last seven years.