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A crafty BMW campaign turns directors into shillsbut is product placement really the problem?

Are the new BMW ads—a manufactured media event that ultimately is little more than shillery—yet another step down a slippery slope? Not really because they are almost exactly what they say they are: cool promotions for a classy automobile. Even the commercials for the commercials are merely a silly case of the endless reflectivity in the Wonderland of marketing and can therefore be dismissed with a chuckle. We should have learned to handle commercials by now—it's messages we need to watch out for.

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