Harry Potter film gives BMW biggest UK cinema audience – what a shame it was such a rotten ad

Placing an ad in the UK cinema debut of Harry Potter and The Deathly Hallows: Part 1 and reaching a huge audience is a smart thing to do. But if it’s a load of schlock the impact is somewhat diminished.

And this ad really is quite awful:

We’ve banged on before about the de-merits of the GSD&M ‘joy’ campaign (the agency has just lost the business).

But some Manfred in Munich has been buying this stuff. How can they do it?