BMW takes a new tact.
For years, decades even, BMW has stuck to one singular idea: The Ultimate Driving Machine. If you go back and look at their advertising, it didn’t even show people – you didn’t see a driver, people around the car, no one. All they cared about was their product. It set them apart as being more serious about cars.
But now they obviously have a new strategy. It’s now all about “Joy” and lots of smiling people. It’s a huge departure for the brand and I can’t say I really dig it. The first 50 seconds is vintage BMW. The last 10 seconds? Generic, generic, generic.
Filed under: Eh. | 2 Comments
Tags: advertising, strategy, TV