Sections: Advertising, F30 3 Series, Opinion, Sales/Marketing Feb 24th, 2012 22 Comments 
We’ve talked about the new advertisements from BMW and how they were to be more along the lines of what we love, “The Ultimate Driving Machine”. We were tipped by a reader to one of BMW’s new page takeovers for the 3 Series, ESPN.
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Sections: Advertising, Video Jan 17th, 2012 7 Comments The return of the “Ultimate Driving Machine” campaign got us to thinking about some of BMW’s past tv spots. Some of those we recall are more recent than others, like our favorite above- the 2008 ad showing off the inner workings of the ///M3 race bred V8 engine. All of them bring back strong memories and are examples of what BMW ads should be and what they are getting back to.
Do you remember the original E39 M5 spot, the one with the camera attached to it as it films a world record jet powered car attempt or how about the X3 ad mocking all other SUVs? Those and a handful of others can be found after the jump. The 1M and 318is ads shouldn’t be missed. If you have a favorite ad just let us know in the comments and we’ll try to include it in the post.
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Sections: Advertising, Video Jan 6th, 2012 3 Comments As a followup to our recent post about BMWNA reintroducing the “Ultimate Driving Machine” tag line in commercials it appears that they are not the only one. BMW Australia recently revealed their take on the same concept.
Some of the same footage is used in the both commercials as well as the tag phrase: “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.” Is this a new global push or simply the same agency? We are not sure at the moment but it strikes us a bit too coincidental that two markets would be using the same line.
It is a welcomed change from more recent campaigns and it is good to see BMW as a whole returning to what essentially separated the brand from everything else.
Sections: Advertising Jan 6th, 2012 6 Comments 
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.”
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Sections: Advertising Dec 3rd, 2010 1 Comment 
Over the past several years Audi has used the Super Bowl to launch new models, and instill an image of being luxury and green. The German manufacturer has openly touted the increase in traffic to its website in the days after the Super Bowl spots as evidence the ads did what they were intended to.
BMW (in North America) over the past decade has opted to not spend the big bucks on Super Bowl ads and has stuck with more traditional forms of advertising, being a bit more conservative with the check book. In all of 2009 BMW (NA) spent $138 million in advertising, having spent $83 million through June of 2010 BMW (NA) is looking at significantly increasing that number moving forward.
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Sections: Advertising Oct 21st, 2010 3 Comments GSD&M and BMWNA have parted ways after five years according to Adage. GSD&M’s contract was scheduled for renewal on 12.31.10 and it was not clear if renewal was a for gone conclusion. However GSD&M made the first move and initiated the split claiming that they were making enough money off of the account and relationships are no longer strong with the marketing team, particularly in the wake of Mr. Pitney’s death. Additionally GSD&M felt that there simply wasn’t the kind of quality work there that the agency had hoped for.
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