Marketers must add drama to automotive creative

This article considers what automotive brands need to do to achieve cut-through in an age of borderless digital content, looking at examples of 'blockbuster marketing' through campaigns such as BMW's The Hire.

Marketing Automobiles

This article is part of a series on marketing automobiles. Read more.

The motor industry has always been ahead of the curve when it comes to advertising trends. It was one of the first sectors to begin seducing customers with abstract appeals to emotional responses and lifestyle aspiration, and it was one of the first to embrace the potential of digital as a way of delivering that message.

Sixteen years is an eternity in internet time, yet it was back in 2001 that BMW first began promoting its cars using lavish star-studded short films online....

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