advertising scheme developed back in 2001 is a good example. Jim McDowell, then
U.S. vice president of marketing, was confident the project, dubbed Big Idea,
and kept under tight security in War Room No. 6 at BMW USAs Woodlake (New
Jersey) headquarters, would create just the kind of consumer buzz that BMW
wantedand would ultimately be more cost-effective for BMW than Super Bowl
advertising. The idea was to give film directors a BMW car around which a
compelling short film was to be made. Many of the tales centered on
life-and-death chase scenes, but several were humorous or even melancholy.
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