On January 21st, BMW launched their latest marketing initiative around future mobility and sustainability: BMW Activate The Future. In a series of four short films, BMW will begin promoting its upcoming ActiveE electric car. Instead of choosing the now classic TV advertising, BMW decided to turn to the online medium and leverage some of the social and viral characteristics.

The online documentaries run between 4 and 10 minutes, and today, the first episode went live. Labeled “New City”, the short film brings forward some important personalities that talk about mobility and future of cities. Among them, our favorite, Marissa Mayer, Google Vice President.

In a recent statement, Rich Steinberg, manager of electric mobility at BMWNA, said “[the] intent was to get some people in the space to join us, to talk about their view of mobility and the future of cities.”

The short films were created by ad agency Kirshenbaum Bond Senecal + Partners, and feature some important figures in the US: Blade Runner designer Syd Mead and astronaut Buzz Aldrin, among others.

Since the video is not offered with embed codes, click through to watch the film. BMW Activate The Future – New City