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LOS ANGELES A new spot for the BMW 3 Series breaking tonight furthers the brand’s creative goal of making its advertising “more emotional and expressive,” said Mark Ray, group creative director at Omnicom Group’s GSD&M Idea City in Austin, Texas.
The 30-second spot, “We Built the Car,” shows the 3 Series in Soweto, South Africa, where enthusiasts “spin” cars as a sort of underground street sport. The commercial also shows pop artist Roy Lichtenstein applying Ben-Day dots in his studio and cuts to a completely treated beamer.
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