BMW debuts i subrand during Winter Olympics

BMW of North America is the official mobility partner of the United States Olympic Committee.

BMW showed off its i subbrand during the opening ceremony of the Winter Olympics on Friday night.

The first of three i television commercials featured the i8 plug-in hybrid super car, BMW said in a statement.

The commercial called "Hello Future," used the theme and words from "2001: A Space Odyssey," to position the i8 as a futuristic vehicle. The 1964 book envisioned what the future in 2001.

Two other commercials also aired. "Sighting" portrayed people who have seen the i8 trying to describe it. "SHHH" depicted a boy who takes a joyride in the i3 battery-electric compact to impress a girl. He wins the girl but his father tracks him through the BMW i remote application.

BMW is also debuting digital shorts at NBCOlympics.com featuring the two i cars.

BMW of North America is the official mobility partner of the United States Olympic Committee.

The i cars go on sale in the United States starting in April.


UPDATED: 2/7/14 9:57 pm ET - adds videos, details
You can reach Diana T. Kurylko at dkurylko@crain.com -- Follow Diana T. on Twitter: http://www.twitter.com/dianakurylko

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