• by Tanya Gazdik , August 2, 2016

A new BMW ad will feature a different Ultimate Driving Machine -- one that’s not powered by an engine. 

It’s powered by Josh George, a Paralympian Track and Field athlete competing for Team USA using the BMW racing wheelchair.

The commercial, created by KBS, will begin airing during the Opening Ceremony of the Olympics Aug. 5. Entitled “Built for Gold,” the spot showcases BMW’s collaboration with the U.S. Paralympic Track and Field team to deliver a fleet of redesigned BMW racing wheelchairs. 

Highlighting the marriage between athlete and wheelchair, the spot captures the realities of what it’s like for an athlete to put in the long, lonely miles, day in and day out. BMW applied its aerodynamic efficiencies and carbon fiber design to create these custom made wheelchairs. Each one is designed specifically for each rider, so that it’s as aerodynamic as possible. 

The ad, featuring the voice of actor Chris Pine and directed by TJ O’Grady Peyton from Decon, will air through the Paralympic Games Sept. 18.

 BMW is the Official Mobility Partner of the United States Olympic Committee.

“I’m particularly proud of the work our team has done in designing and building the Paralympic racing wheelchairs for Team USA,” says Trudy Hardy, vice president of marketing at BMW of North America. “This is about much more than financial support, it’s about actually helping to solve real-world mobility challenges and bringing well-deserved attention to these phenomenal athletes.”

As a company dedicated to performance and efficiency, BMW believes in and shares many of the ideals of the Olympic Movement. In all of its partnerships, it’s important to the automaker that it is more than just a financial contribution.

This isn’t BMW’s first foray into the Olympics. Most recently, BMW’s U.S. Olympic ad/marketing campaign for the Sochi Games in 2014 centered on a partnership with the U.S. Bobsled team, including a collaboration in creating the BMW two-man bobsled.