Report: BMW’s “The Ultimate Driving Machine” slogan is back, complete with a new ad!

January 13, 2012January 13, 2012 Omar Rana BMW, TV Ads

BMW has ditched its ‘Joy’ campaign filled with smiling faces to shift its focus back to what the brand is at its core, “The Ultimate Driving Machine”, a slogan that has surely played some part in making the German automaker the U.S.’s best-selling luxury brand.

For this year, BMW has a line up that includes an ambitious 14 models, the biggest set the brand has ever launched. To back this large-rollout, BMW must have felt the ‘Joy’ campaign just wasn’t enough to carry it, so they have gone back to the classic “The Ultimate Driving Machine” tagline, with a new commercial that is sure to get the attention of enthusiasts.

Kirshenbaum Bond Senecal & Partners is responsible for the new ads, that feature a voiceover that reminds you: “We don’t make sports cars. We don’t make SUV’s. We don’t make hybrids, and we don’t make luxury sedans. We only make one thing: The ultimate driving machine.”

I’m already having visions of someone handing me a new set of keys.

Check out the new TV ad after the jump.