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BMW turns 100 this year and the first ads in its celebratory campaign trumpet the car marque's tech features.

FCB Inferno created the print ads, which will run in consecutive four-page spreads in The Telegraph and The Times, as well as on social media. Only one of the four ads shows a BMW car, the rest rely on tiered copy that requires your eyes to move across the page in a manner that reflects the technology being promoted.