There is so much bad print advertising out there that when something comes along which stands out for all the right reasons it's a bit of a shock to the system !

And so it was with this ad spread from BMW in the Spectator magazine - inside cover pages 2,3,4 & 5.

Arresting coloration, minimal text, clever variation of font to reinforce timeline, smart copy which ties in a historical fact (remember the magazine readership) with a BMW fact.

It made me stop and turn back, stop and turn back. A confident ad for a brand which knows its audience. Take note.