The Ultimate Driving Machine Returns

After the controversial “Joy ” campaign BMW is subtly returning to one of the most famous taglines in the Automotive industry. Yes “The Ultimate Driving Machine ” is making a return in the latest BMW 5 Series ad. The ad itself (created by Grey) doesn ‘t feature anything particular interesting (a jet refueling a cup of coffee in mid-air thanks to CG isn ‘t our idea of playing to BMW ‘s strengths) but we are glad to see the change.

Related Posts Plugin for WordPress, Blogger...
  • Adam

    I’m sort of with everyone else on BMW’s Joy Campaign. Joy is somthing I’d expect Toyota to use for their Prius line.

    When you say “the Ultimate Driving Machine” its just well stated, as if there need not be any expansion of your point. I believe thats why it stuck for so long and is why fans somtimes will just refer to there vehicles as “ultimate driving machines”.

  • Millerformula1

    I hated Joy! It could be an ice cream cone. The Ultimate Driving Machine is what got BMW where it is today and it should stay. Keep the “yuppies” out of the Marketing Dept.

  • Millerformula1

    I hated Joy! It could be an ice cream cone. The Ultimate Driving Machine is what got BMW where it is today and it should stay. Keep the “yuppies” out of the Marketing Dept.

  • The only “Joy” I ever liked was that “Joy-Stick” print ad that BMW did many many moons ago. It was for a manual tranny, which is now hard to find in BMWs 🙁

    http://www.coloribus.com/adsarchive/prints/bmw-joystick-1293755/