When Kirshenbaum Bond Senecal & Partners unanimously won the competition earlier this year to be BMW’s advertising agency of record, they did so not by talking about “joy”. Instead they went back to BMW’s rich marketing history and resurrected the phrase, “the ultimate driving machine”. Starting this weekend we will see the fruits of that new approach as BMW of North American will once again embrace that old and revered tagline.
But perhaps the best line in the new spot is the one that defines what a modern BMW is; “We don’t make sports cars. We don’t make S.U.V.’s. We don’t make hybrids, and we don’t make luxury sedans. We only make one thing, the ultimate driving machine.”
You can see a preview of the first 30 second commercial at New York Times. Also look for it to air during this weekend’s NFL playoff games.