Where Is Espen? Going Behind the Scenes of the X4 Commercial

The brand new BMW X4 got a funky new commercial last week, challenging you to embrace the unknown. It was a daring concept that came to life thanks to the minds over at the company’s marketing team. Therefore, as we expected, their behind the scenes video showing how the commercial was done was not normal either.
BMW X4 commercial behind the scenes 1 photo
Photo: Screenshot from Youtube
Actress Rike Lylloff takes the viewer into a trip behind what it took to film this commercial and shows you the protagonist on a numbers of levels.

After properly introducing him, she proceeds to describe just how unconventional he is and how he embraced the unknown in the first place. His name is Espen Klouman-Hoiner and he’s the one you see driving the X4 in the video.

Looking for him, we get to see how the clip was shot and what special effects were used for those Christopher Nolan type of shots that seemed to come off straight from Inception.

With the new X4 such an approach was rather necessary. BMW is asking the audience to leave reason and practicality behind (the X3) and go for a more stylish, posh, lifestyle choice, the X4. You can’t really do that without appealing to the feeling people get when looking or driving the new car.

The small Sport Activity Coupe is bound to write history. Despite a lot of people calling it useless and ugly, we’re pretty sure it already has its own niche/segment where it will be ruling.

Just looking over its competition, you’ll notice that the X4 is a league of its own, with the GLK and Porsche Macan in different areas both price and performance wise. Sales of the new SAC have begun this month with pricing starting at $44,700 in the US.

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