The BMW 7 Series returns to the world of cinematic spies in Red Sparrow, the new Jennifer Lawrence movie from 20th Century Fox set to open in theaters on March 2nd. It’s been 20 years since Pierce Brosnan as James Bond in Tomorrow Never Dies used a remote control to drive a BMW 750iL (actually a re-badged 740iL), first from the back seat to escape assassins, then off a high-rise parking garage. In 1997, remote driving was fantasy, courtesy of Q, of course. Today’s G12 BMW 7 Series can in fact be parked and retrieved remotely using the key fob. Not chase-scene capable just yet, but still very Bond-ish.
Now BMW’s flagship sedan finds itself back in the espionage business. In Red Sparrow, Academy Award-winner Jennifer Lawrence plays a Russian prima ballerina with the Bolshoi Ballet. Dominika Egorova goes into a new line of work after suffering a career-ending injury. She becomes a highly trained operative in the Sparrow program, taught to use her body and mind as weapons in the world of international intrigue.
The cast also features Oscar-winner Jeremy Irons and Oscar-nominated actress Charlotte Rampling, along with Joel Edgerton, Matthias Schoenaert, and Mary-Louise Parker.
Of course the BMW 7 Series is the perfect car in which a prima ballerina would be chauffeured, and also serves to take Dominika to her new life at the Sparrow school. We’re told the big BMW handles the Russian snow with no problems thanks to xDrive, BMW’s intelligent all-wheel drive system.
“We were excited about this suspenseful adaptation of the bestselling novel Red Sparrow from the beginning. Jennifer Lawrence as Dominika embodies an elegant and strong agent. The BMW 7 Series and its positioning suit her character perfectly,” said Uwe Dreher, head of Brand Communications BMW.
“We have been working with BMW to find the best project that could fit the BMW 7 Series,” said Zachary Eller, Executive Vice President, Marketing Partnerships, 20th Century Fox Film. “When this opportunity came around, we were thrilled with the natural fit of story and car and the ability to complement our campaign with BMW’s marketing.”
In addition to being driven by James Bond on several occasions, BMW cars and motorcycles have been the vehicles of choice in several Mission: Impossible movies. BMW has other ties to the film industry; for example, partnering with the Directors’ Guild of America to present the annual DGA awards.
In cooperation with 20th Century Fox Films, BMW will promote Red Sparrow through its own digital channels and print campaign. Current ads include BMW’s new logo for its top-tier luxury cars with the words “Bayerische Motoren Werke” spelled out.—Scott Blazey
[Video and photos courtesy of BMW AG.]