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Riney Makes Sprint Business, BMW Beautiful

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SAN FRANCISCO The Sprint business division launches a new 30-second television spot this week starring the latest model BMW, via Publicis & Hal Riney here, the agency said.

"The Build/BMW" special effects spot features a 2006 BMW 3-series constructing itself out of thin air on a city street, after a gearshift handle falls from the sky into a man's hand.

Stylewar of Stockholm, Sweden, directed the ad, and San Francisco's The Orphanage (Sin City, Hell Boy) created the special effects. Michelle Curran was the executive music producer.

A voiceover explains that by using Sprint, BMW customers can design their own custom 3-series car and ask for a test drive at wireless kiosks. The spot goes on to proclaim, "With Sprint, BMW is accessible, interactive, beautiful."

The tagline remains "Business is beautiful."

Campaign spending is undisclosed. Sprint spent $183 million on advertising from January to April 2005, per Nielsen Monitor-Plus.

The Publicis Groupe agency currently handles creative chores for both the Sprint business and consumer divisions