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In principle, I wanted to hate BMW Films because it pretends to be something it’s not. But I couldn’t. It’s better than any other product placement I’ve seen. And the plot lines hooked me.

You know the story by now. Last spring, Fallon and BMW went Hollywood. They ditched splashy prime-time media buys in favor of producing short films to run online—enlisting David Fincher’s pro duction house, Anonymous Content, and hot directors like Ang Lee and Guy Ritchie.

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