The new BMW work that's been inundating the Winter Olympics is among the worst work I've seen in a long time.
A car painting with its tires reminds me of a dancing bear in a circus. A neat trick but who cares. And the attempt to make BMWs synonymous with the word "joy" is similarly banal and forgettable.
For twenty years or so BMW did great work. The tagline "The Ultimate Driving Machine" defined the brand and likely remains indelible regardless of how BMW and its agency bastardizes the brand's legacy. This new work is unsufferably bland and look-alike. It speaks of joy while delivering boiler-plate.