In the early 2000s, BMW took a massive gamble: invest millions into a series of high-octane short films directed by some of Hollywood’s best and distribute them... online. No TV ads. No trailers. Just cinematic storytelling, sleek BMWs, and a mysterious driver played by Clive Owen. This episode of High and Low Retrospective dives into the cultural phenomenon of BMW Films: The Hire. We explore how this experimental campaign redefined internet marketing, attracted directors like Ang Lee, Guy Ritchie, and Wong Kar-wai, and helped launch the digital short-form revolution. It was the moment when advertising, art, and action cinema collided—and changed the rules for everyone. We revisit the best stunts, the wildest episodes, and why The Hire still holds up as a masterclass in brand storytelling. If you love Drive, Ronin, or even John Wick, this is the origin story you didn’t know you needed.