BMW goes back to “Ultimate Driving Machine” roots
With the newly introduced F30 BMW 3 Series, the Bavarians introduced a new ad campaign featuring the rather pleasant and well thought out “Joy” slogan.
The thing is, there are plenty of voices out there who aren’t very pleased by this move. BMW noticed this and hasn’t stood idly by.
They’ve decided to get back to their original punch line and once the upcoming ads start rolling in, BMW products will once again be advertised as the Ultimate Driving machines.
Now don’t worry about the simplicity of the situation as it’s not all over here. After a very successful 2011 in terms of luxury sales for the U.S. BMW is ramping up for an awesome 2012.
Since they plan to introduce no less than 14 new models this year, they will need a rollout of proper marketing aggression.
The first in a line of Ultimate Driving Machine commercials was recently introduced in the United States during the NFL playoffs, just the last weekend.
A video of that commercial is available below. Everything has been simplified but only to increase the enthusiasm of what’s coming.
In short, the new advertising company BMW hired, Kirshenbaum Bond Senecal & Partners, has set up laid out the ground rules of what’s to follow.
Nothing about this add praises the very special mix of features a BMW has and, instead, focus all efforts in a simple direction.
It seems that BMW doesn’t want to admit making anything other than the Ultimate Driving Machine. Or, in other words, it seems just about right.
As seen on egmcartech