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.”