Car makers have steered towards bolder themes. In, perhaps the first attempt at libido enhancing creatives, BMW has ventured into dangerous territory. We say this ‘coz the creative can work against the brand. At the same time, it serves its primary purpose of drawing audience attention and keeping them captivated. The ‘fruits of labor’, though, are dependent on how the automotive industry responds to the new trend. Will others follow suit? Let’s wait and watch.

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