US Car Market Faces New “BMW Ultimate Driving Machine”

In two days, on January 14th, BMW will start a new advertising campaign called “The Ultimate Driving Machine”. Idea of the campaign is to introduce fourteen new models of a popular “Beamer”.

“The Ultimate Driving Machine” includes a 30-second video where it introduces some newbies for the year 2012. This video will be introduced to audience for the first time on NBC’s Broadcast NFL wild-card games. Since BMW invests a lot of money on ad campaigns, this one will run non stop on nation’s biggest TVs like Fox, CBS, ABC, NBC, etc. Also, this will not be the end, since German car manufacturer wants to go on with these commercials year-long.

In this 30 second long commercial video, there are five types of 2012 BMWs, that are followed with the voice that says:” We don’t make S.U.V.’s. We don’t make hybrids, and we don’t make luxury sedans. We only make one thing, the ultimate driving machine.” This tells us that BMW is finally on the doorstep of the new era and is ready to compete with top of automotive industry.

Ed Brojerdi, co-chief creative officer of Kirshenbaum Bond Senecal (company that made the campaign) argues that the agency has problems “with one of the most iconic taglines in marketing. We needed to make sure the marketing is as encompassing as the portfolio. Big brands have a focused point of view, they stand for something. BMW evokes the joy and passion for driving, sheer driving pleasure.”