Wednesday, February 17, 2010

The ultimate boring machine.

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.


milchsaeure said...

Shitty music. Kitschy driving scenes. Wow, what happened to the brand that gives us "The hire"?

Anonymous said...

I have to agree - The Ultimate Driving Machine was one of the most compelling strap lines around.

It's almost as bad as when Fallon messed with Orange around 18 months ago.

Anonymous said...

"Creates its own energy ..." Really? With a nuclear reactor, it could convert matter into energy, but create it? Which universe are they from?

Anonymous said...

I used to write BMW ads. Now I'm out of work and can't find a job in advertising. Every generation gets the ads it wants. Today's kids don't want what I used to sell. They want their own crap. It's now their chance to fail.