BMW fans bemoaned BMW's seeming abandonment of "The Ultimate Driving Machine" slogan (although it was never formally abandoned or done away with) in favor of the recent "JOY" campaign.
But, The Ultimate Driving Machine is back! In this new BMW ad featuring an F10 5-series and a refueling plane, The Ultimate Driving Machine slogan is indeed used. The message may be a bit more green than in prior times, but the commercial nevertheless evokes a sense of the performance image which BMW has staked its business on.
We first saw BMW's refocus on their classic slogan at this year's NYIAS where the main display graphic is large THE ULTIMATE DRIVING MACHINE letters hovering over the entire display (pictured above). Contrast this with last year's NYIAS headline graphic lettering which was the "JOY OF DRIVING". New (as of a few months ago) BMW marketing head Dan Creed has stated that he's in favor of a return to an advertising emphasis on BMW's quintessential slogan.
This particular ad is the product of Grey West, which has worked with since 2008. BMW is currently conducting a review for a new ad agency after parting ways with GSD&M last year. So far so good! Enough with the words, enjoy the ad below.
Via
Autoblog