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“We didn’t set out to play games, or to start a religion. We just made the car,” says this ad for the BMW 3-Series. Among the other things BMW didn’t set out to do: “be a getaway car or an art car” or “be a part of any subculture or pop culture.” Denying one’s iconic pretensions is a pretty good way to reinforce one’s iconic status. And while the spot is a little too precious (save the acoustic guitar for Hallmark!), it’s a welcome departure from the usual car-ad stupidity.
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