Sabine Schmitz takes us for a ride around the Nordschleife at the Nurburgring in her BMW M5 ring taxi. The video is part of a series produced by BMW called BMW Unscripted which features individuals and their experience with BMW cars.
The lady makes her living driving a taxi - specifically, the Ring Taxi on the Nordschleife track at the famous Nürburgring in Germany.
This is Sabine Schmitz, Queen of the Ring, a former professional race driver, who now works as a TV personality and driver of the Ring Taxi at the Nurburgring circuit. She seems to enjoy her job.
This video is part of a new marketing project by BMW, called BMW Unscripted, producing a series of films that feature drivers and their experiences with BMW vehicles.
Schmitz's monologue in the video is loose and seemingly improvised and when she says of her relationship with the M5 Ring Taxi, "I feel like I am part of the car," it feels less artificial than it would in a standard advertisement.
BMW produced a series of short films a few years back starring Clive Owen which were story-based. This current series is doing something different but still trying to stay away from the staleness of 30 second ad spots. It's a strategy for communicating brand values that tries to exploit the potential of web video marketing by producing short films that enthusiasts can enjoy.