[Rick Hunter]

It's nice to know that I bought my BMW when it was "the ultimate driving machine."

Now... you're just buying into a lame joy ride.

[ohaywood]

"the ultimate driving machine" commercials are much better and more BMW.

[freshnezzz]

i wish someone would

[ORIGIN M.]

Originally Posted by Stronie's BMW

Stupid ! Not smooth at all. Weak

Correct. Might be OK for Honda, but not something you would expect from BMW at all!

[shipill]

Originally Posted by TomBMW

Lame

+1

[Davo2003]

The lady in the opening scene scared my dog. DO NOT want.

[Roth517]

Originally Posted by Stronie's BMW

Stupid ! Not smooth at all. Weak

+1. Dumb commercial.

[d3l0n]

LMFAO! FUCKING BRILLIANT! I FELT LIKE THAT THE FIRST 5 MONTHS I HAD MY CAR LOL! Except i was doing it at work, during lunch time, and near end of day... nice commercial :-)

I trust that they will do some for the M cars (or high end cars) which would be more appealing to us, we just have to be patient. Trust in the almighty BMW roundel.

[blue2fire]

Ridiculous commercial. As somebody i read pointed out, you never feel joy in a car, let alone a Bavarian Motor Work.

Edit: It was actually Jeremy Clarkson

Strangely, however, the one car company that rarely gives me any joy is BMW. It’s why I would never buy one of its cars.

That’s not to say its cars are no good. The new Z4 is marvellous and the M3 is one of the most perfectly balanced machines ever created by man. It makes an F-16 fighter jet look ungainly and lumpen.

However, you always get the sense with a BMW that science has ruled the roost throughout the entire design process; that anything with a bit of flair or panache has been ditched to make way for another equation. And as for the line, “We realised a long time ago that what you make people feel is just as important as what you make”?

Hmmm. What BMW made people feel in its early days was not “joyous”, but “frightened” as those Munich-engined warplanes swooped out of the sky, machineguns blazing.

It’s much the same story with the Beethoven/Schiller Ode to Joy. It isn’t. It’s a stirring piece of music, for sure, but even before the European Union got hold of it, it was never quite as happy-making as, say, the Carpenters’ Please Mr Postman.

[Bols]

wow i can't believe the joy theme was able to get worse. Now it just did :/

this clip is the definition of LAME

[e90kiddo]

sweet commercial

[zuggerat89]

Originally Posted by Davo2003

The lady in the opening scene scared my dog. DO NOT want.

Get rid of the over animated old lady and give me back my motorsport and Clive Owen... NAAOOOWWW

[-=Hot|Ice=-]

http://www.autoblog.com/2009/09/30/v...heir-new-bmws/

[hhkim]

I thought it was creepy the first time I saw this, especially the old person at the beginning. But thats also cause I was hgih as a kite. :/

[thatsosm]

Ha I like it, I used to jump into my other car through the window, and sun roof

[tunawi7cheese]

I like this one....wish it was a BMW instead of an Audi.

[u2b]<object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/gVaFbkg9jRs&hl=en&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/gVaFbkg9jRs&hl=en&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="344"></embed></object>[/u2b]

[BMWI6]

LAME!!!! I wish they just showed an m3 or 335 performance racing or something and that you could hear the engines roaring, thats a good commercial.

[BMWI6]

Originally Posted by hvd.kevin

I like this one....wish it was a BMW instead of an Audi.

[u2b]<object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/gVaFbkg9jRs&hl=en&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/gVaFbkg9jRs&hl=en&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="344"></embed></object>[/u2b]

this is a sick commercial

[Bimmer Nerd]

Originally Posted by Stankia

...

Both of those commercial's are amazing, specially the 2nd one. It is truthful, entertaining and selling the car at the same time.

[Koroush]

Originally Posted by alexosma

Ha I like it, I used to jump into my other car through the window, and sun roof

How?

[Bimmer Al]

Originally Posted by Stronie's BMW

Stupid ! Not smooth at all. Weak

[warzilla]

I use to work in advertising so I'm going by my experience of being in that world and also being a BMW owner.

The ads don't work for me at all. On so many levels.

1. I agree with many on this forum that the theme of the ad are off, its more Totoya or Honda then BMW. BMW for decades had a brand that was about sportly-ness, german engineering, driving cars for people who want to drive. This ad makes it feel very 'utilitarian', ie like IKEA -- "Hey, BMW is for everyone". Which is sort of true with the product line, since BMW makes a car for everyone these days, BUT they are still cars that are made for people who want to drive kick ass german cars.

2. Art production/quality of the ad. Who are these actors!!!!!!!!! Is BMW serious that these are what BMW drivers should be? Maybe again, I'm off target here cause, yes the reality is there are so many BMWs and hence their isn't one single type of BMW driver (like say a Porsche 911 driver). And the days of yuppies being the stereotypical BMW driver are gone, but still the whole point of a ad is to be inspirational. In other words, when you see a person driving the BMW, you want to be that person. Hence that's why when you sell any luxury or fashion brand, you don't put normal looking people in there, but good looking, successful looking people. Because you say to yourself "Shit, now thats who buys a BMW? Thats how a BMW drives? Cool, I want one".

3. Deconstructing 'joy'. So if the new tag line is making the statement "BMW is JOY/BMW = JOY", this commercial did not pull that off. Yes it was light, it may be funny to some, but what those people were doing in the commercial was NOT 'joy-ful'. What they were doing was say athletic? Gymnastics? Silly? What does stretching and practice jumping into the windows of a car like Batman and Robin from the 1960's TV show have anything to do with joy or joy-fulness? Or jumping from my roof into my friend's 1-series convertible (btw if that was my friend, I would have stopped the car and kicked him out for jumping into my car like that).

Again, it was the agency trying to make the brand light, and more utilitarian. Not a direction with the brand that I think many current BMW owners may feel.

So the summary on this? Maybe I'm totally off. BMW is a different company from say 10 years ago. They definitely want to be a mass market company, and technically they are one now. They sell tons of cars. They sell cars for every demographic niche you can think of or not (ie X6, the new GT car coming out, the X1, etc.). They no longer want to be that other great German sport car company, a brand next to Porsche. They just want to sell a shitload of cars it seems. Hence putting M badges on X5/6.

So maybe this commerical and future campaigns will fit the new brand essence that BMW wants to sell. But if that is true, I can't see myself being part of that brand in the future.

BMW is not IKEA to me. Its Herman Miller.