The Ultimate Driving Machine Revival Begins Saturday, With NFL Playoffs

Jason · 01-06-2012, 04:38 PM

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The Ultimate Driving Machine is a traditional BMW slogan and identity which BMW enthusiasts rally around, dating all the way back to 1975. In recent years however, this popular tag line took a back seat as BMW moved in different directions to the likes of the "JOY" campaign.

Fret not however, as BMWNA, which took on a new lead ad agency in the US (Kirshenbaum Bond Senecal & Partners) in April, is set to revive the Ultimate Driving Machine marketing identity this Saturday (Jan. 7), as the company will air a new 30-second television spot on national TV in the US. The commercial will premiere on NBC during the NFL wild-card games.

The commercial [see here at NY Times] starts off with an E92 M3 GTS sliding around the track, followed by a progression through BMW's current models. There's even a cameo by a future model - the BMW i8.

The commercial delivers the the message: "We don’t make sports cars. 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."

Dan Creed, vice president of marketing for BMW of North America, said, "We’re in the middle of an extremely significant product offensive." BMW will be introducing 14 models in 2012, the most model introductions in a single year by BMW in at least a decade. With the new campaign, Mr. Creed said, the company is trying to “take the ultimate driving machine and define what it will be in the future.”

Ed Brojerdi, co-chief creative officer of Kirshenbaum Bond Senecal, a New York-based part of MDC Partners, said the agency was dealing “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.”

After debuting in Saturday's football games, the new commercial will run during primetime programs like House, The Big Bang Theory, Modern Family, and Law and Order: SVU on Fox, CBS, ABC and NBC . It also will run nationally on cable channels throughout the year.

Christie L. Nordhielm, an associate professor of business administration at the Ross School of Business at the University of Michigan, said that although the ad’s depiction of multiple car models was “not particularly unique, the message in the campaign is very unique. I don’t recall another automotive company emphasizing the overall corporate benefit, while expressly de-emphasizing the specific types of cars, in the last 30 years.”

BMW, she added, “in a sense is the Apple of the automotive industry. Apple delivers great user experience across products, and BMW delivers an exceptional experience across all types of automobiles.”

Although this new ad spot will signal the big push to revive The Ultimate Driving Machine slogan, BMWNA has been hinting at such a trend since April, when we saw the tag line make its return to BMW's displays at the major auto shows (see NYIAS and LA Autoshow photos below).

Source: NY Times

PKumarM3 · 01-06-2012, 05:27 PM

for damn sure they no longer make sports cars.

dasano18 · 01-06-2012, 05:27 PM

FINALLY! i have plenty of "joy" in my life.. wat i need is more ultimate driving machines

checkmate · 01-06-2012, 05:30 PM

Quote:

Originally Posted by PKumarM3

for damn sure they no longer make sports cars.

And all the people say..AMEN!

J-9 · 01-06-2012, 05:33 PM

Good move, BMW.

gary88 · 01-06-2012, 05:38 PM

Finally

Kiemyster · 01-06-2012, 05:41 PM

Its about time... That JOY thing wasnt cutting it.

EdM5 · 01-06-2012, 05:51 PM

ultimate driving machine > joy

J-9 · 01-06-2012, 06:00 PM

Quote:

Originally Posted by PKumarM3

for damn sure they no longer make sports cars.

Yeah, the GTS isn't a sports car....

southlight · 01-06-2012, 06:00 PM

Oh joy!!

Best regards,
south

JulieDriving · 01-06-2012, 06:17 PM

That joy thing was terrible! Back to what it always should be....

TheBingoBalls · 01-06-2012, 07:09 PM

The Ultimate Driving Machine is back! Hide your kids! Hide Your Wife! (The X5 drifting/doing whatever it was doing on the beach was kind of weak, I'd much prefer if it was in a more rugged environment)

bimmerjph · 01-06-2012, 07:13 PM

Glad to see the Ultimate Driving Machine is back. I don't think they should have used the GTS in the commercial though, because we didn't get it here. So then most people will just think its an orange 3 Series coupe with a big spoiler on the back, instead of a stripped down M3.

MUFCbmwbear · 01-06-2012, 07:31 PM

Who does the voice over? sounds like Chris Pine to me.

immiketoo · 01-06-2012, 07:47 PM

If it is, it hasn't hit IMDB yet. You might be right though.

jraymond · 01-06-2012, 08:21 PM

way to wussy. Audi wins again

muskamatt · 01-06-2012, 08:39 PM

Quote:

Originally Posted by J-9

Yeah, the GTS isn't a sports car....

I can't buy it and neither can you, therefore in my books, it doesn't really count.

J-9 · 01-06-2012, 08:46 PM

Quote:

Originally Posted by muskamatt

I can't buy it and neither can you, therefore in my books, it doesn't really count.

Huh? Just because we can't buy dozens of other sports cars priced in the six figure range doesn't mean they "don't count" either.

Your argument is invalid.

ab3 · 01-06-2012, 09:39 PM

So they start out the commercial with a model that isn't and never will be available in the US? It's like they are rubbing it in our faces

Imola.ZHP · 01-06-2012, 09:46 PM

YA!

Ascari · 01-06-2012, 10:15 PM

And the 1m isn't a sports car? That's not what I think every morning when I start her up!

Quote:

Originally Posted by muskamatt

Quote:

Originally Posted by J-9

Yeah, the GTS isn't a sports car....

I can't buy it and neither can you, therefore in my books, it doesn't really count.

MI6 · 01-06-2012, 10:24 PM

Great commercial.

BMW is back baby......!!!!!!!!!

And yes that is Chris Pine.

BMW will turn heads as it once did with new products like the F30...

The new 6 GranCoupe/M6....the new 4 series and M3/4.

In short BMW will return to the halcyon days of the 90's and be very desirable/chic once more.

Audi, you have been warned....

01-06-2012, 04:38 PM	#1
Jason Administrator 43924 Rep 21,327 Posts Drives: F80 M3 Join Date: Mar 2005 Location: USA iTrader: (0)	The Ultimate Driving Machine Revival Begins Saturday, With NFL Playoffs BIMMERPOST NEWS The Ultimate Driving Machine Revival Begins Saturday, With NFL Playoffs 81 COMMENTS Tweet The Ultimate Driving Machine is a traditional BMW slogan and identity which BMW enthusiasts rally around, dating all the way back to 1975. In recent years however, this popular tag line took a back seat as BMW moved in different directions to the likes of the "JOY" campaign. Fret not however, as BMWNA, which took on a new lead ad agency in the US (Kirshenbaum Bond Senecal & Partners) in April, is set to revive the Ultimate Driving Machine marketing identity this Saturday (Jan. 7), as the company will air a new 30-second television spot on national TV in the US. The commercial will premiere on NBC during the NFL wild-card games. The commercial [see here at NY Times] starts off with an E92 M3 GTS sliding around the track, followed by a progression through BMW's current models. There's even a cameo by a future model - the BMW i8. The commercial delivers the the message: "We don’t make sports cars. 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." Dan Creed, vice president of marketing for BMW of North America, said, "We’re in the middle of an extremely significant product offensive." BMW will be introducing 14 models in 2012, the most model introductions in a single year by BMW in at least a decade. With the new campaign, Mr. Creed said, the company is trying to “take the ultimate driving machine and define what it will be in the future.” Ed Brojerdi, co-chief creative officer of Kirshenbaum Bond Senecal, a New York-based part of MDC Partners, said the agency was dealing “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.” After debuting in Saturday's football games, the new commercial will run during primetime programs like House, The Big Bang Theory, Modern Family, and Law and Order: SVU on Fox, CBS, ABC and NBC . It also will run nationally on cable channels throughout the year. Christie L. Nordhielm, an associate professor of business administration at the Ross School of Business at the University of Michigan, said that although the ad’s depiction of multiple car models was “not particularly unique, the message in the campaign is very unique. I don’t recall another automotive company emphasizing the overall corporate benefit, while expressly de-emphasizing the specific types of cars, in the last 30 years.” BMW, she added, “in a sense is the Apple of the automotive industry. Apple delivers great user experience across products, and BMW delivers an exceptional experience across all types of automobiles.” Although this new ad spot will signal the big push to revive The Ultimate Driving Machine slogan, BMWNA has been hinting at such a trend since April, when we saw the tag line make its return to BMW's displays at the major auto shows (see NYIAS and LA Autoshow photos below). Source: NY Times
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01-06-2012, 05:27 PM	#2
PKumarM3 Air India 148 Rep 1,834 Posts Drives: 2018 Dodge Durango Join Date: Dec 2007 Location: NJ iTrader: (8)	for damn sure they no longer make sports cars. __________________ PKumarM3
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01-06-2012, 05:27 PM	#3
dasano18 Private First Class 29 Rep 148 Posts Drives: 2011 335is Join Date: Mar 2009 Location: queens ny iTrader: (0)	FINALLY! i have plenty of "joy" in my life.. wat i need is more ultimate driving machines
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01-06-2012, 05:33 PM	#5
J-9 Converting 93 octane to noise. 44 Rep 882 Posts Drives: 2018 F85 X5M Join Date: Feb 2010 Location: DC iTrader: (0)	Good move, BMW. __________________ Last edited by J-9; 01-06-2012 at 08:49 PM..
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01-06-2012, 05:38 PM	#6
gary88 Ikea enthusiast 344 Rep 8,140 Posts Drives: '07 E92 335i Join Date: Dec 2009 Location: Chicago, IL iTrader: (3) Garage List 2007 E92 335i [7.96]	Finally __________________ garyhebdingjr.com \| flickr \| Instagram
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01-06-2012, 05:41 PM	#7
Kiemyster Bimmerpost Resident Marijuana Consultant 478 Rep 3,202 Posts Drives: 320i, 325xi, 335Xi, 335i, M3 Join Date: Nov 2006 Location: Queens/NYC iTrader: (4) Garage List 2010 BMW 335i [0.00] 2011 BMW X335i [0.00] 2006 BMW E90 325xi [0.00] 2011 BMW E90 335xi [4.00] 2011 BMW M3 E90 [7.00] 2006 E90 320i [0.00]	Its about time... That JOY thing wasnt cutting it. __________________ "AMG What! S-Line Who? If you ain't got that M I got no respect for you!" '06 Alpine Weiss E90 320i \| '06 The Green Machine E90 325xi \| '11 Alpine Weiss E90 M3 ZCP \| '10 Silverstone X5M \| '11 Alpine Weiss E90 335xi
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01-06-2012, 05:51 PM	#8
EdM5 Colonel 4103 Rep 2,067 Posts Drives: G26 i4 M50 & E70 X5 Xdrive35d Join Date: Jul 2010 Location: Amsterdam iTrader: (0)	ultimate driving machine > joy __________________ 2004 e87 118d (ret.), 2007 e92 330d (ret.), 2007 e87 130i M-sport (ret.), 2009 e92 M3 (ret.), 2010 f10 535d M-sport (ret.), 2015 f10 M5 CP (ret.), 2017 f82 M4 CP (ret.) 2022 g26 i4 M50 & 2009 e70 X5 35d
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01-06-2012, 06:00 PM	#10
southlight Moderator / European Editor 1590 Rep 6,752 Posts Drives: X3M Join Date: Apr 2006 Location: Germany iTrader: (0)	Oh joy!! Best regards, south __________________ Those forums...WHY NOT? JOIN THE 6MT CLUB GROUP
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01-06-2012, 06:17 PM	#11
JulieDriving Female driving enthusiast :P 81 Rep 2,308 Posts Drives: Bimmer Join Date: Nov 2009 Location: Ontario, Canada iTrader: (0) Garage List 2013 BMW M3 Coupe [10.00]	That joy thing was terrible! Back to what it always should be.... __________________ 2013 M3 coupe (Azurite Black, Black, Piano Black) + miata nut (2 miatas) + Mk6 GTI 5-door hatch (our mini-SUV )
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01-06-2012, 07:09 PM	#12
TheBingoBalls Brigadier General 4312 Rep 4,860 Posts Drives: BMW Join Date: Mar 2011 Location: Toronto, Ontario iTrader: (1) Garage List 2018 F36 BMW 440i x ... [0.00]	The Ultimate Driving Machine is back! Hide your kids! Hide Your Wife! (The X5 drifting/doing whatever it was doing on the beach was kind of weak, I'd much prefer if it was in a more rugged environment)
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01-06-2012, 07:13 PM	#13
bimmerjph Colonel 125 Rep 2,024 Posts Drives: 2005 Z4 3.0 Join Date: Oct 2011 Location: Tennessee iTrader: (0)	Glad to see the Ultimate Driving Machine is back. I don't think they should have used the GTS in the commercial though, because we didn't get it here. So then most people will just think its an orange 3 Series coupe with a big spoiler on the back, instead of a stripped down M3.
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01-06-2012, 07:31 PM	#14
MUFCbmwbear Major 739 Rep 1,212 Posts Drives: 24 ///M2 Join Date: Nov 2008 Location: Chicago/Milwaukee iTrader: (0)	Who does the voice over? sounds like Chris Pine to me. __________________ 20 M340xi White Mocha 17 340i/M235i/E92 M3/135i All 6spd Chicago-Lake County-Milwaukee-Shorewood
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01-06-2012, 08:21 PM	#16
jraymond Lieutenant 27 Rep 411 Posts Drives: 135i SGM Join Date: Aug 2007 Location: U.S. iTrader: (0)	way to wussy. Audi wins again
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01-06-2012, 09:39 PM	#19
ab3 ab3 0 Rep 29 Posts Drives: 2008 528i Join Date: Jul 2011 Location: Chicago iTrader: (0)	So they start out the commercial with a model that isn't and never will be available in the US? It's like they are rubbing it in our faces
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01-06-2012, 09:46 PM	#20
Imola.ZHP Colonel 129 Rep 2,218 Posts Drives: 2014 BMW i3 BEV EE Join Date: Mar 2006 Location: Mud Island, TN iTrader: (0)	YA! __________________ - 2014 CPO i01 BEV Electronaut Edition Capparis White Tera World, '17- - 2015 CPO i01 BEV Laurel Grey Tera World, '17- - 2015 i01 REx Laurel Grey Tera World, '15-'17 - 2003 CPO 330i ZHP Imola Red Build 03/03/03, '06-'15
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01-06-2012, 10:24 PM	#22
MI6 The World is Not Enough 174 Rep 1,088 Posts Drives: Aston DBS-R Join Date: Jun 2006 Location: Skyfall iTrader: (0)	Great commercial. BMW is back baby......!!!!!!!!! And yes that is Chris Pine. BMW will turn heads as it once did with new products like the F30... The new 6 GranCoupe/M6....the new 4 series and M3/4. In short BMW will return to the halcyon days of the 90's and be very desirable/chic once more. Audi, you have been warned....
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