In order to properly understand why BMW created The Hire series and Chosen in particular one must first understand BMW's financial position in 2001. BMW was the envy of the auto industry. A 1999 AutoWorld magazine article sums up the company's enviable position--
"Most everybody seems to have a definite notion of who BMW buyers are - affluent Baby Boomers who wear their cars like Rolex watches and Armani suits, but also express a passion for driving.

That crystal clear image is what puts BMW among the most coveted automotive brands in the world."
The AutoWorld article goes on to discuss BMW's recent acquisition of LandRover and what it might mean for the company's future. Fast forward one year to June of 2000 and Fortune magazine is writing about BMW's unfortunate LandRover buy and subsequent resell. The article makes a case that BMW is undergoing distress and striving to maintain their elite brand image while still expanding their market share. Enter The Hire, Chosen, and a new era of marketing.
In 2001, BMW was not launching a new model, instead they invested a considerable sum of money into reestablishing themselves as the market leaders in luxury vehicles. They conducted extensive research that showed that the demographics of "the average work-hard, play-hard customer was 46 years old, with a median income of about $150,000. Two-thirds were male, married, and had no children." Another interesting statistic also emerged, 85% of them used the internet before purchasing a car. BMW decided to try a wholly new advertising approach and launched BMW films where prospective customers could come and view the films. It was a unique draw at the time and it created tremendous buzz and market appeal for the brand.
Chosen and the rest of The Hire series reinforced the image of what a BMW customer looked like, he was male, affluent, cool and perhaps most importantly elite. The advertising strategy itself also reinforced the image. Although it's difficult to remember now when high speed internet access is so easily accessible in 2001, access to a high speed internet connection was far more likely if you were relatively well off. The Hire series both in content and means of distribution therefore reinforced BMW's brand as well as the dominant power structure of the white wealthy elite male world. In 2006 a demographic survey was released that showed that 72% of the people who the BMW 5 series--the car featured in Chosen-- are white and male, clearly BMW's advertising paid off.