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

Jason · 04-29-2011, 06:53 PM

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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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pyrat · 04-29-2011, 07:07 PM

sick.

IND Distribution · 04-29-2011, 07:11 PM

Now thats the way it should be.

Sealobo · 04-29-2011, 07:16 PM

hell yes.

canook · 04-29-2011, 07:31 PM

loved it

M M GooD · 04-29-2011, 07:53 PM

bmw has the best marketing/advertising department

BMWI6 · 04-29-2011, 07:53 PM

Hell yeah!!!! Thats the way BMW commercials should be! Not that joy is BMW crap. Loved it!!!!!!!!!

Quote:

Originally Posted by shanecarmaster1

Oh my God, this is what we've needed. They're getting their sense back... Hopefully.

Ict528i · 04-29-2011, 08:21 PM

+100

-=Hot|Ice=- · 04-29-2011, 08:23 PM

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.

E90SLAM · 04-29-2011, 08:30 PM

Nice commercial...but the idea was used in Shell Oil commercial many years ago.

Diver · 04-29-2011, 08:33 PM

It's about time. Joy is for perfume.

docjay · 04-29-2011, 08:34 PM

YESSSSSSSS!!!!

FG · 04-29-2011, 08:48 PM

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...

EvolutionTheory · 04-29-2011, 09:22 PM

That was badass!

SP330 · 04-29-2011, 09:43 PM

Quote:

Originally Posted by FG

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)

Bandini3 · 04-29-2011, 10:29 PM

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.

GuyOh · 04-29-2011, 10:29 PM

Hell Yessss!!!!!

TK-421 · 04-29-2011, 10:30 PM

Thank God they didn't use that "JOY" shit. Glad to hear the true BMW slogan returning.

positiveions · 04-29-2011, 10:46 PM

that is awesome

135iUSN · 04-29-2011, 10:47 PM

was that Starbucks?

Robert · 04-29-2011, 11:40 PM

About fucking time, the Joy slogan was a pretty androgynous. I think Volvo when someone say Joy, sounds panzee.

j3o3t3 · 04-29-2011, 11:53 PM

awesome,loved the exhaust sound..

04-29-2011, 06:53 PM	#1
Jason Administrator Drives: E90 M3 Join Date: Mar 2005 Location: IoT Posts: 13,911 iTrader: (0)	New F10 5-series Ad Returns The Ultimate Driving Machine Slogan BIMMERPOST NEWS New F10 5-series Ad Returns The Ultimate Driving Machine Slogan 59 COMMENTS Tweet 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 Share this story OTHER STORIES YOU MIGHT LIKE Official: The 2014 BMW 5 Series. LCI Facelift Photos and Details (and US Pricing) More Official Images of 2014 BMW 5 Series LCI Facelift Latest BMW Emergency Vehicles to be Debuted at RETTmobil 2013
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04-29-2011, 07:07 PM	#2
pyrat First Lieutenant Drives: 325i Join Date: Aug 2010 Location: New England Posts: 323 iTrader: (0)	sick. __________________ JOY is being offered in manual transmission and RWD.

04-29-2011, 07:31 PM	#5
canook Private First Class Drives: '08 e92 328xi Join Date: May 2008 Location: Thornhill Posts: 159 iTrader: (1)	loved it __________________ e92 328xi

04-29-2011, 08:30 PM	#10
E90SLAM Supreme Allied Commander Drives: A BBS WHORE Join Date: Jul 2007 Location: . Posts: 60,538 iTrader: (6) Garage List 2006 330i [4.67]	Nice commercial...but the idea was used in Shell Oil commercial many years ago. __________________

04-29-2011, 08:33 PM	#11
Diver Colonel Drives: Black '12 135i DCT PPK Msport Join Date: Nov 2010 Location: Texas Posts: 2,029 iTrader: (0)	It's about time. Joy is for perfume. __________________ See my photography at http://ronscubadiver.wordpress.com

04-29-2011, 07:11 PM	#3
IND Distribution Second Lieutenant Drives: F10 M5 Join Date: Apr 2009 Location: Chicago, IL Posts: 247 iTrader: (0)	Now thats the way it should be.

04-29-2011, 07:16 PM	#4
Sealobo Second Lieutenant Drives: . Join Date: Apr 2010 Location: . Posts: 299 iTrader: (0)	hell yes.

04-29-2011, 07:53 PM	#6
M M GooD New Member Drives: POS with 4 wheels Join Date: May 2009 Location: Indianapolis Posts: 8 iTrader: (0)	bmw has the best marketing/advertising department

04-29-2011, 08:21 PM	#8
Ict528i New Member Drives: 2011 528i alpine white Join Date: Mar 2011 Location: ICT Posts: 28 iTrader: (0)	+100

04-29-2011, 08:34 PM	#12
docjay Second Lieutenant Drives: 2010 E90 Join Date: Dec 2009 Location: Manila Posts: 236 iTrader: (0) Garage List 2010 e90 320i LCI [0.00]	YESSSSSSSS!!!! __________________

04-29-2011, 08:48 PM	#13
FG New Member Drives: 2011 535i Join Date: Feb 2011 Location: Ontario, Canada Posts: 22 iTrader: (0)	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...

04-29-2011, 09:22 PM	#14
EvolutionTheory Private First Class Drives: 2008 335xi Sedan Join Date: Nov 2010 Location: Southern California Posts: 131 iTrader: (0)	That was badass! __________________ Dinan Stage 3 \| High Capacity Oil Cooler \| High Performance Intercooler \| Carbon Fiber Cold Air Intake \| Carbon Fiber Strut Tower Brace \| Rear Sway Bar \| KW V1's \| 18" Forgestar F14's

04-29-2011, 10:29 PM	#16
Bandini3 Reader Drives: 3er Coupé, MB E-Class Join Date: Apr 2011 Location: Northeast Posts: 61 iTrader: (0)	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.

04-29-2011, 10:29 PM	#17
GuyOh Lieutenant Colonel Drives: 08 AW 335i coupe Join Date: Feb 2007 Location: Vancouver B.C. Posts: 1,764 iTrader: (0) Garage List 2008 E92 335i [0.00]	Hell Yessss!!!!! __________________

04-29-2011, 10:30 PM	#18
TK-421 Registered Sex Offender Drives: E30 \| E46 M3 \| S13 Join Date: Jun 2007 Location: Tampa, FL Posts: 4,680 iTrader: (0)	Thank God they didn't use that "JOY" shit. Glad to hear the true BMW slogan returning.

04-29-2011, 10:46 PM	#19
positiveions Major General Drives: 09 MKV JETTA 2.5 & E90 M3 :) Join Date: Sep 2007 Location: La Verne, CA Posts: 8,829 iTrader: (1)	that is awesome __________________

04-29-2011, 10:47 PM	#20
135iUSN 135i is fun at 155mph Drives: 135i Alpine White / Terra Join Date: Sep 2008 Location: The World Posts: 1,335 iTrader: (1) Garage List 2009 135i [0.00] 2008 VW R32 [0.00]	was that Starbucks? __________________ '09 135i / Dinan Stage 2 / Alpine White w/Terracotta / High Gloss Black Trim / ZCW / ZPP / ZSP w/313's / CA / PDC / Step & Paddle Shift / iDrive / iPod-USB / Perf Kidney Grills / LCI Tails / Passport 9500ix / M Floor Mats '11 LR4 HSE LUX / RSE / Vison pk / HD pk ///

04-29-2011, 11:40 PM	#21
Robert Major General Drives: 135i, current is350 Join Date: Aug 2005 Location: Socal Posts: 6,765 iTrader: (1)	About fucking time, the Joy slogan was a pretty androgynous. I think Volvo when someone say Joy, sounds panzee. __________________ - There's nothing in my pocket other than knives and lint

04-29-2011, 11:53 PM	#22
j3o3t3 Private First Class Drives: 2011 550i M Sport Join Date: Jan 2011 Location: san diego Posts: 133 iTrader: (0)	awesome,loved the exhaust sound.. __________________ 2011 550i l Alpine White l Black Dakota l Anthracite Wood ; M Sport l Sport Auto Trans l Active Steering l Convenience Pkg l Driver Assistance Pkg l Prem. Pkg 2 l 4 Zone AC l Side/Top View Cameras l HUD w/ Extended Black Panel l BMW Apps/media l M Decklid Spoiler l ClearBra l V1 Radar ;Ordered 4/9/11,Delivered 5/21/11

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