Senior Vice President of BBDO New York praises the car company for a celebrity filled but still surprising ad.

The last time I saw the Devil in a German car ad it was as part of the epic BMW Films “The Hire” series. Featuring a pre-famous Clive Owen, a still-alive James Brown and a diabolic Gary Oldman, the brand spots were all shot by Tony Scott.

It’s hard to believe that series broke over ten years ago. For all the impact it had on digital advertising, content and brand building, it’s also hard to believe that ten years later Super Bowl ads are still the biggest show in AdLand. By a mile.

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