BMW is launching a short film series, "Alter Egos" to promote its new 6 Series car to the White Party set. The sequential films star Donna Karan, Ed Norton, Kevin Bacon, Glenn O'Brien, Tory Burch and
David Yurman, and are about the dichotomy between their public lives and their private passions. I haven't seen them, but I'm guessing the Kevin Bacon film will be about music. Anyway, the films roll
out on the Plum Television and Online Network, which is a local market broadcaster exclusively in affluent areas like the Hamptons, the islands of Cape Cod and the usual Rocky Mountain snow-bunny
resort hutches. The films run through October. BMW says the whole idea is that while people have a public persona, there's also their private life devoted to allowing their alter ego free
reign. The first film has fashion designer Donna Karan showing viewers her humanitarian side.
The effort is via Mediabrands' Ensemble. Said former AdAge scribe Scott Donaton, now CEO and
President of Ensemble, who said, in a release, "The partnership with Plum allows us to share these stories in destinations our target audience escapes to explore and indulge in their own alter egos."
UM is the agency responsible for the development of the overall media campaign.
