I get stereotypes. As in, I get the fact that often stereotypes can be there for a reason – hence them being stereotypes. Oooh – controversial.

I guess the trick is to not judge a book by its cover, although we all do don’t we? Human nature. It can get extra tricky when delivering communications aimed at certain groups, take our BMW ad above. Placed in a magazine aimed at women, littered with references to girls, the colour pink with articles explaining the basics of looking after your car with useful acronyms like P.O.W.D.E.R. (can you guess what that stands for?).

Of course there is no right or wrong, we consume and purchase media we relate to, which reflects our personality. So how then to deliver BMW’s brand and message in this context? We think we got it bang on.