After breaking new ground with BMW Films, the car company with ad agency Fallon is now, erm, marketing the German motors using comics. Sorry, graphic novels. The idea, according to...

After breaking new ground with BMW Films, the car company with ad agency Fallon is now, erm, marketing the German motors using comics. Sorry, graphic novels.

The idea, according to Ad Age, is that "if Hollywood has been able to harness the appeal of comic books to lure moviegoers into theaters, why not use graphic novels to bring buyers into BMW showrooms?"

BMW have signed a deal with Dark Horse Comics to publish six comic books based on the character, played in The Hire shorts by Clive Owen (Closer, The Bourne Identity) as a mysterious driver who is thrown into comedic or dangerous situations thanks to his passengers.

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