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BMW Canada begins campaign for X5, X6

BMW Group Canada of Whitby, ON has begun a new advertising campaign for its X5 M and X6 M vehicles. The campaign, which will run until Nov. 23, focuses on the performance and the all-weather capabilities of the vehicles. The creative makes use of taglines such as, "Joy knows patience isn't a virtue" and "Joy is 0-100 in 4.7 seconds, 365 days a year." The initiative includes print advertising in Nuvo, EnRoute and Fairmont magazines, as well as The Globe and Mail. Out-of-home advertising consists of billboards at airports and along highways in Vancouver, Calgary, Toronto and Montreal, as well as 15-second video ads in elevators. Online ads are running on websites including,, GlobeInvestor and In addition, the campaign includes an installation at the Fairmont Royal York hotel in Toronto which consists of an X6 M held down by chains, along with two television screens in the windows of the hotel displaying promotional video. The campaign was developed by Cundari. Media buying was handled by Media Experts.

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