Watch: BMW's 'Curiosity' TV spot

BMW has launched a new TV ad, 'curiosity', in an attempt to showcase the exhilaration of driving one of its cars.

The ad was posted on BMW’s website today (12 December) and will first air on TV on Sunday, during an episode of ITV’s The X Factor. It marks a new direction for BMW, as it looks lend the concept of the 'ultimate driving machine' more power.

The 60-second ad, which pushes BMW’s i8 electric sports car, opens on a caveman chasing a herd of horses before leaping onto one of them and riding it.

A voiceover – provided by the actor James D'Arcy, who is the voice of BMW – talks about human curiosity. The action then switches to shots of the new i8.

The work was created by Al Young and Owen Lee, and was directed by Tarsem through Radical. Vizeum handled the media.

Uwe Dreher, BMW UK’s marketing director, said: "This film showcases the BMW i8 as a game-changing car.

"It illustrates how the most progressive sports car ever built by BMW is at the forefront of innovation, ensuring the ultimate driving machine continues set the benchmark for the automotive industry."

BMW appointed FCB Inferno to its creative account earlier this year after a contested pitch. The brand had used WCRS for its advertising in the UK for 35 years.

Al Young, the chief creative officer at FCB Inferno, said: "In essence, driving a BMW is about exhilaration.

"The emotion behind the ultimate driving machine is very primal in some respects. The first man ever to have the breakthrough idea of riding a wild horse seemed a fitting parallel for the breakthrough idea that is the i8."