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      04-29-2011, 06:53 PM   #1
Jason
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Thumbs up New F10 5-series Ad Returns The Ultimate Driving Machine Slogan

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New F10 5-series Ad Returns The Ultimate Driving Machine Slogan
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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

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      04-29-2011, 07:07 PM   #2
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sick.
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JOY is being offered in manual transmission and RWD.
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      04-29-2011, 07:11 PM   #3
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Now thats the way it should be.
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      04-29-2011, 07:16 PM   #4
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hell yes.
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      04-29-2011, 07:31 PM   #5
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loved it
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      04-29-2011, 07:41 PM   #6
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Oh my God, this is what we've needed. They're getting their sense back... Hopefully.
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      04-29-2011, 07:53 PM   #7
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bmw has the best marketing/advertising department
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      04-29-2011, 07:53 PM   #8
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Hell yeah!!!! Thats the way BMW commercials should be! Not that joy is BMW crap. Loved it!!!!!!!!!
Quote:
Originally Posted by shanecarmaster1 View Post
Oh my God, this is what we've needed. They're getting their sense back... Hopefully.
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      04-29-2011, 08:12 PM   #9
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Quote:
Originally Posted by BMWI6 View Post
Hell yeah!!!! Thats the way BMW commercials should be! Not that joy is BMW crap. Loved it!!!!!!!!!
Exactly! And "The Ultimate Driving Machine" even sounds BA. That's what they used to be about, let's hope they go back to it.
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      04-29-2011, 08:21 PM   #10
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+100
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      04-29-2011, 08:23 PM   #11
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BMW has been listening to me!?!?!? Now prove it and take away the damn electric steering that's been putting you in 3rd place in every comparo, BMW. Now we're back on track.
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      04-29-2011, 08:30 PM   #12
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Nice commercial...but the idea was used in Shell Oil commercial many years ago.

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      04-29-2011, 08:33 PM   #13
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It's about time. Joy is for perfume.
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      04-29-2011, 08:34 PM   #14
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YESSSSSSSS!!!!
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      04-29-2011, 08:48 PM   #15
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The Ferrari refueling commercial is more passionate and all about performance!
Why is everyone so excited about the BMW commercial?
It's all about fuel efficiency and some dude getting a refill of for his coffee...
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      04-29-2011, 09:22 PM   #16
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That was badass!
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      04-29-2011, 09:43 PM   #17
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Quote:
Originally Posted by FG View Post
The Ferrari refueling commercial is more passionate and all about performance!
Why is everyone so excited about the BMW commercial?
It's all about fuel efficiency and some dude getting a refill of for his coffee...
because of the return of 'the ultimate driving machine' in the ads

though I still don't understand why as I would hardly call the 5 series the ultimate driving machine (not that it makes it a bad car)
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      04-29-2011, 10:29 PM   #18
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Glad to see BMW marketing back on track.
I think BMW should offer the rights to the "Joy of Driving" slogan to Lexus or Honda for $1.
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      04-29-2011, 10:29 PM   #19
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Hell Yessss!!!!!
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      04-29-2011, 10:30 PM   #20
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Thank God they didn't use that "JOY" shit. Glad to hear the true BMW slogan returning.
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      04-29-2011, 10:46 PM   #21
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that is awesome
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      04-29-2011, 10:47 PM   #22
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was that Starbucks?
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