Driving a $300,000 limousine should be as easy as falling into bed. But the new BMW 7 Series launched in 2003 was, literally, new from the ground up. Luxury auto makers are first with the innovations later seen on all cars, so the first BMW to offer keyless entry confused drivers. Business leaders are notoriously averse to new technology, so they began bad-mouthing the car across Australia. This campaign of spreads for The Australian Magazine helped convince potential owners that BMW’s revolutionary new car wasn’t difficult to operate but actually simpler.