"Ideas are everything" in new BMW campaign

05/10/2006 | Brandweek

BMW's new "Ideas are everything" campaign breaks with the speeding car commercial convention in a bid to appeal to consumers who see themselves as nontraditional risk-takers. To develop the spots, which portray BMW buyers having different priorities from those of other luxury car buyers, new shop GSD&M consulted with Richard Florida, author of "The Rise of the Creative Class."

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