BMW To Contenders: Get Work Up To Speed

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Sensing that its “advertising is adrift” and “fading into the sea of sameness,” BMW is asking its creative contenders to move beyond the winding roads, beauty shots and other car category clichés that plagued its recent work and to restore creative luster to its campaigns.

In a confidential brief circulated in tandem with its request for proposals last week, the German automaker acknowledged that “as BMW product innovations continue unabated, the advertising continues to be dependent on the mass media conventions of the past … e.g.,

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