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BMW of North America’s new image campaign, breaking this week, is about throttle, performance and driving as sport. There’s not a penguin in sight.
BMW is calling three new TV spots, with two more on the way, and five new print ads from Fallon McElligott, Minneapolis, its “Responsiveness Campaign,” though the client is sticking with its “Ultimate driving machine” tagline.
The TV spots are shot in black and white and are set to heavy metal music with no voiceover.
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