1. Concept: The BMW Films campaign aimed to create a unique and memorable connection between BMW's vehicles and the world of cinema. Each short film was designed to showcase the performance and features of BMW cars while telling a compelling and often action-packed story.

2. Short Films: The campaign produced a series of short films, typically running between 5 to 10 minutes each. These films were created by notable directors, including Ang Lee, Guy Ritchie, John Woo, Alejandro González Iñárritu, and others.

3. Notable Actors: The short films featured well-known actors, with Clive Owen playing the lead role of "The Driver" in several of them. Other actors who appeared in the series included Madonna, James Brown, Gary Oldman, and Don Cheadle, among others.

4. Storytelling: Each film had a unique plot and genre, ranging from action and thriller to drama and comedy. The common thread was the presence of a BMW vehicle, often playing a central role in the storyline.

5. Production Quality: The films were produced with high production values, resembling Hollywood movie quality. This helped create a strong connection between BMW and the world of filmmaking.

6. Distribution: The short films were initially released on the internet, making them easily accessible to a global audience. They were also later included in a DVD compilation.

7. Awards and Recognition: The BMW Films campaign received widespread critical acclaim and won several awards, including the Cannes Lions International Advertising Festival's Titanium Grand Prix.

8. Impact: The campaign was highly successful in increasing brand awareness and associating BMW with luxury, performance, and cinematic storytelling. It also set a precedent for branded content in the advertising industry.

9. Revival: In 2016, BMW revived the campaign with "The Escape," a new short film directed by Neill Blomkamp and featuring Clive Owen as "The Driver."