The creative class has reached the top-level of car builder BMW. The company admits to feel heavily inspired by Florida’s theory of an economic class of people whose economic function is to create new ideas, new technology, and new creative content.

‘Ideas are everything’. That is the major theme in a series of new commercials launched recently by BMW. Businessweek explains that “there’s an influential class of consumers, maybe it’s the creative class, who make buying decisions based in part on how they feel toward a company and what it stands for,” says Dennis Keene, an independent consultant who advises companies on marketing strategy. BMW, says Keene, has come a long way since the 1980s, “and has good stories to tell that could legitimately change some perceptions.”

According to AdWeek “BMW avoids focusing solely on the cars it builds for affluent consumers. Instead, the spots seek to contrast the BMW buyer’s priorities with those of consumers who favor other brands. One ad shows corporate executives crushing their employees’ creative instincts with bromides such as ‘Choose your battles’.”