UPDATED: 2/7/14 9:57 pm ET - adds videos, details
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.