After years of rumors, BMW Films will be making a return. Adage has an excellent piece on the return as well as some thoughts on why it’s the perfect time for such a campaign.

“Resurrecting BMW Films is a great idea. If I was the CMO of BMW, that’s what I would be doing,” said David Kiley, author of “Driven: Inside BMW, the Most Admired Car Company in the World,” and editor-in-chief of New Roads Media. “It’s really difficult to stand out and separate yourself producing TV commercials any more. It’s really hard to tell an engaging story in 30-second spots.”

Yet the execution could be challenging as consumer expectations of content have moved forward dramatically over the last ten years. We’ll be following the story closely in the months ahead as scripts are written and production starts.