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BMW teams up with Gigi Hadid for M2 Coupé campaign

BMW has joined forces with supermodel Gigi Hadid for a new short film starring the M2 Coupé called “Eyes on Gigi”.

The ‘digital-first’ campaign coincides with the car's market launch this April, and was directed by renowned producer and screenplay author Marc Forster, who directed films incuding “James Bond – Quantum of Solace”, “Monster’s Ball” and “World War Z”.

The film puts a twist on the classic “shell game” and starts with supermodel Gigi Hadid climbing into one of three parked BMW M2 Coupés. From then on, the viewer is tasked with keeping track of Gigi in her M2 Coupé.

Within a short space of time, two identical M2 Coupés join in and a fast-paced vehicle choreography begins – making the task virtually impossible. At the end of the drive, all five cars come to a halt and the viewer has to identify which car Hadid is in.

The one-shot stunt – captured in a single uncut tracking shot – was filmed at an airfield in California’s Mojave Desert. The interactive resolution of the game takes place on the campaign microsite, where the viewer can also follow the fast-paced vehicle choreography from a 360-degree perspective.

Uwe Dreher, head of International Brand Communications BMW, BMW i and BMW M said: “We are delighted to win Gigi Hadid as the face of our global campaign for the new BMW M2 Coupé. Gigi and the M2 are the perfect match: Both are strong personalities with fascinating charisma.”

Hadid added: “BMW is such an iconic brand. 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. 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.”

The BMW M2 is on sale now with prices starting at £44,070 OTR.

Keep your Eyes on Gigi below: (Video)