BMW returns to the ‘ultimate driving machine’ as it seeks to reinforce US lead

For years now BMW has been running its ode to ‘Joy’ as the core of its advertising, to mixed effect even though the Bavarian motor monster has been winning share from all its rivals all over the world.

Last year it overtook Toyota’s Lexus as the biggest-selling US luxury car brand, beating off a strong late challenge from Mercedes and is clearly intent on hanging on to its new status even as Lexus recovers from last year’s supply chain problems.

So with new US agency Kirshenbaum Bond Senecal & Partners it’s returning to the good old ‘Ultimate Driving Machine’ platform, devised originally by WCRS in the UK nearly 30 years ago.

Although it’s hardly likely to trouble the scorers at awards events the campaign is a neat way of showing many of the things BMW does make while maintaining that it doesn’t.

Presumably we can expect something more spectacular at car show-off time, the Super Bowl in February.

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