No matter what you think about the BMW brand or its vehicles, you’ve got to admit that it’s got the greatest slogan of any car company, ever. “The Ultimate Driving Machine” is one of those timeless phrases that ad execs dream about and companies pay millions to come up with.
According to The New York Times, the best-selling luxury brand in the U.S. will again be embracing the phrase, formerly just its tagline, but now BMW’s slogan. (What’s the difference? We’ll have to ask Don Draper and get back to you.) More importantly, the German automaker has ditched its “Joy” campaign, that touchy-feely series of ads that downplayed the brand’s enthusiast appeal in favor of lots of smiling, happy people. According to the report, BMW will be introducing 14 models in 2012, its biggest-ever product rollout, hence the need to launch a new series of ads with an overarching theme. Not that “Joy” didn’t work, but we’re much happier seeing BMW’s sliding sideways on a track than people jumping into their cars.
The first ad, from the company’s new agency, Kirshenbaum Bond Senecal & Partners, debuted during the NFL playoffs this past weekend, and featured a rather clever voiceover saying, “We don’t make sports cars. We don’t make SUV’s. We don’t make hybrids, and we don’t make luxury sedans,” then paying it off with, “We only make one thing: The ultimate driving machine.”
Bravo, BMW.
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