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BMW North America highlights the emotional relationship between car, driver and road in its first campaign created for the silver screen.
The cinema spots from Fallon McElligott in Minneapolis break in theaters this week and will run through Jan. 14. They will begin airing on TV Jan. 11.
“The big screen, as a noncompetitive environment, is too rich to pass up,” said Ginny Grossman, group account director at Fallon. The holiday season, traditionally a busy time for movies, offered the agency a way to “get the most for our money,” she said.
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