Ralph Ammirati (Advertising Design, Alumnus)
BMW print advertisement (1975), With permission of BMW of North America
To introduce the BMW to the American marketplace, Ammirati and his partner Martin Puris created ads that stressed the German-made vehicle’s driving performance and sophisticated engineering. The ads whetted America’s appetite for luxury cars and made the BMW an aspirational purchase for young professionals. Ad Age included the campaign on their list of the Top 100 campaigns of the 20th century.