BMW extends brand to comic books

04/11/2005 | Advertising Age (tiered subscription model)

BMW of North America is transforming the mysterious "Driver" character from its landmark online film series, "The Hire," into the hero of a comic book series, in which the featured automobiles will be recognizable as BMWs. The comics are being published by Dark Horse Comics, in a deal brokered by the automaker's ad agency, Publicis Groupe's Fallon of Minneapolis.

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