BMW has taken a new approach to the old saying “sex sells.” This advertisement with the slogan “You know you’re not the first” is promoting BMW’s Premium Selection Used Cars in Greece. They are trying to get the message across that even though you are not the first owner, their used cars are still of premium quality.

This idea has been done before by Nearly New Cars in Belgium. The translation that goes along with the ad: Would you mind not to be the first?