BMW’s ‘Ultimate Driving Machine’ slogan goes on vacation, ‘Joy’ fills in

It’s one of the most popular automotive brand tag lines ever created – we’re talking about BMW’s “Ultimate Driving Machine” slogan. Nonetheless, times are tough and BMW’s “go fast, go hard” tag line is taking a vacation. Starting today, BMW’s latest ad campaigns will features its “Story of Joy” tag lines.

“All of our efforts in engineering, design and technology are about one thing, which is creating moments of joy,” said Jack Pitney, Vice President, Marketing, BMW of North America. “Given recent trends in consumer mindsets, the campaign refocuses BMW on the joy of driving and sharing those moments in an upbeat, humanized and refreshing fashion.”

In October 2009, BMW released its “Jump for Joy” video campaign, which you can check out after the jump.

– By: Omar Rana

Source: Straightline