BMW M6 Makes A Solid Impression, Fast Company Not So Much

Kirshenbaum Bond Senecal + Partners came up with an elaborate idea for BMW, one that reminds me how much distance there can sometimes be between a concept and its execution.

To pull this “direct marketing” idea off, the agency turned to the digital printing crew at Classic Color in Chicago. And the printers saved the day!

There is something else I want to examine here. I understand that Fast Company is in the business of glamorizing the business of being in business, but there are times when the magazine’s editorial tips dangerously toward fawning submission.

You can keep your dumb printing press, Johannes Gutenberg–from now on, it’s only BMWs for me.

If I ever write and then make public a lede that weak, please do me the favor of snapping off a rubber band aimed at my head.