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Ditching Its Techno Vibe, BMW Pursues a ‘Touch of Humanity’
CHICAGO–BMW of North America is moving toward a more emotional approach in its advertising beginning with the introduction of its X5 sport utility vehicle, company officials said.
Gone are the techno music beats, sharp edits and black-and-white photography that have characterized past BMW ads. For two new X5 spots that will air during the Super Bowl, Minneapolis agency Fallon McElligott has developed an atmosphere of virtual silence and youthful reminiscence.
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