In 2010, BMW’s ‘The Ultimate Driving Machine’ ad campaign took a step back and gave way to a much less technically-oriented ad campaign known as ‘Joy’. The ‘Joy of Driving’ campaign was featured across all of BMW’s media efforts, and eventually became controversial with the brand’s loyalists.
Recently, BMW’s new Marketing Chief Dan Creed said that ‘The Ultimate Driving Machine’ was never really gotten rid of.
“‘Joy’ goes to the question of what it means to drive the ‘Ultimate Driving Machine.’”
Right – whatever the case may be, BMW has now launched a new advert called ‘Refuel’ featuring the 2011 BMW 5-Series. To say the least, the ‘Ultimateness’ is back.
Check out the ad after the jump.
– By: Omar Rana