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BMW | NOTHING BUT SHEER JOY | 2022
The Courage Not to Make You Cry / BMW "NOTHING BUT SHEER JOY"
Chinese Lunar New Year ads have a go-to formula: a long, tearjerking drama about family reunions. In 2022, BMW threw that formula out completely. Ninety seconds, relentlessly upbeat, without a single tear. Choosing not to make people cry actually takes real nerve.