BMW ads hit theater Dec. 18

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BMW of North America, Woodcliff Lake, N.J., breaks three new commercials Dec. 18 in movie theaters via National Cinema Network. Fallon McElligott, Minneapolis, attempts to build a more emotional connection with prospects in the commercials, running through Jan. 14. TV versions and mirroring print executions break in January. Spending wasn't disclosed. The brand spent $29.6 million in measured media in the first half of 1998, according to Competitive Media Reporting.

Copyright December 1998, Crain Communications Inc.

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