US BMW dreams of ‘sheer driving pleasure’

We’ve noted a flurry of interesting car ads recently and here’s another, for BMW in the US by Paranoiia Productions.
Apparently even small people dream about ‘vroom vroom.’

Seems that BMW, which used to be the ‘ultimate driving machine’ and then tried to switch to ‘joy,’ is now about ‘sheer driving pleasure.’ Which is a pretty good compromise.

Bit soupy but it works.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. That ‘new’ line has only been around for a couple of decades now.