Back in the day, 2001 and 2002, BMW Films produced short films, directed by famous directors, for a viral ad campaign that was initially accessible via the Internet but then started being shown in theaters before movies. This series of films, The Hire, was a favorite of mine, resulting in my ultimate purchase of a BMW 5-Series based exclusively on the short called Chosen. I never cry; however, this BMW short called Powder Keg, directed by Alejandro González Iñárritu, brought me to tears:
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