BMW brings back the Ultimate Driving Machine [video]

An iconic slogan returns

BMW is returning to their roots by bringing back the popular "Ultimate Driving Machine" tagline.

Dubbed "Refuel," the latest commercial for the 5-Series eschews the "Joy" moniker that had been used for the previous year or so. While nothing is official, the marketing revamp appears to be related to the company's decision to split ways with GSD&M and look for a new ad partner.

Thanks for the tip Cameron!

Source: 5post

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Mark47

Ultimate commercial

May 2, 2011 9:22 am

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ClintonM3

The tagline actually never left. The slogan had always been under the roundel for all publications, brochures, press release, owner's manual, print ad, etc. The joy campaign is from the german slogan "Freude am Fahren" which translate to "Joy of driving" Is just something extra that they tried in NA.

May 2, 2011 10:05 am

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Uptohere

The ultimate yawn. Lame Ad.

May 2, 2011 12:05 pm

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Han Solo

Now thats more like it... I think BMW should stick to this Tagline forever...and ever and stop listening to those stupid marketing gals who came up with the "Joy of Driving" tagline. People know BMW because it is the "Ultimate Driving Machine"...not because of "Joy of being Gay"...ooops I meant "Joy of Driving" thing.

May 2, 2011 4:36 pm

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clash_189

However when BMW plays Ultimate Driving Machine to emerging markets, affluent people there would think all BMW would drive like hard rock suspension-unrefined drivetrain-poor interior as tuned teenage cars. Few months ago I worked with them and people in sales division really don't like BMW image to be "too" driving perspective after half of buyers have chauffeur to take them anywhere. I though the old Driving Pleasure is enough to show how BMW can be a good driver car but still sufficiently capable as executive car. While Joy of Driving is truly only a cheap marketing campaign to relate driving with efficiency.

May 2, 2011 6:31 pm

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SunnyY

too bad, BMW cars are too heavy and drive like crap...

May 2, 2011 5:30 pm

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ClintonM3

Across the lineup, BMW is lighter and more fun to drive than Audi's lineup, MB's lineup or Lexus's lineup.

May 4, 2011 9:45 am

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Batista