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, in BMW dealerships and in selected cinemas before key films. The films are summarised below:
|Power, Speed and Endurance||Steve Cram||Asif Kapadia|
|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 Ultimate Performance Video Olympics 2012