How do you sell your new one hundred thousand dollar all electric super car? You hire Gus Van Sant to direct the spots with DP Kasper Tuxen. Each of the three has a similar voice, yet features it’s own intriguing visuals and and motif. The spots are visually stunning with a muted color pallet and plenty of glory shots of the BMW i8 rocketing across the desert. While the spots say very little about the car itself, it’s really unimportant. If you can afford a $135, 700 electric hybrid sports car that will catapult you from zero to 60 in 4 seconds, you’ve probably done your homework on the car and don’t need to be sold. These spots are pure poetry selling the cutting edge of BMW tech.