[M2Tom]

Originally Posted by Tk718

Terrible commercial , shows nothing about driving dynamics , you can insert any car for this commercial, not a single special feature about BMW.

Originally Posted by Tk718

Terrible commercial , shows nothing about driving dynamics , you can insert any car for this commercial, not a single special feature about BMW.

Other than the reverse assist? And the parking feature? And the new Digital key? That can be on your phone?

[Zirenz2006]

With the dancing it seems annoying and douchey like every Apple ad

[DML]

Looks like a dance off, where's the auto? Pretty weak, but fits the direction of this once great automaker.

[KHATTI]

Originally Posted by jhall1957

Looks like more of a Apple ad(tech) then a Ultimate Driving machine ad....

I'm kinda sad

BMW has had the biggest hard-on for Apple. Its pretty clear in their branding and how they leak photos and launch/develop products and tech.

iDrive, i3, i8, BMW Genius, "hey BMW'.....

[farns2345]

Originally Posted by jhall1957

Looks like more of a Apple ad(tech) then a Ultimate Driving machine ad....

I'm kinda sad

At the end I noticed the tag line was sheer driving pleasure so it looks as though ultimate driving machine is no longer the goal

[ynguldyn]

Seems as if this thread is full of angry baby boomers.

[openwheelracing]

Drive Technology?
New low.

[MT4life]

Umm, horrible!
No target audience has been shown anywhere
Very gender fluid, safe, every race included just in case, typical BS
None of those people in the commercial drive BMW

[X4Wheelman]

Originally Posted by ynguldyn

Seems as if this thread is full of angry baby boomers.

Are you the producer?

[ynguldyn]

Originally Posted by X4Wheelman

Are you the producer?

Of what? "Angry Baby Boomers: The Movie"?

[Germanauto]

The amount of cringe is unbearable.

[X4Wheelman]

Originally Posted by ynguldyn

Of what? "Angry Baby Boomers: The Movie"?

Good banter. That would be a great sequel. Maybe it could feature a car

[Teufel_Hunden]

This is the first thing I thought of

[Germanauto]

Originally Posted by ynguldyn

Seems as if this thread is full of angry baby boomers.

I don't find it unreasonable to find this "commercial" a bit silly.

I doubt this will be an actual TV commercial anyway, as it's like 1:40 long. They'll condense it.

[sjtitans27]

I would agree with showing more car but I thought the commercial was fine.

[rjd598]

Originally Posted by Teufel_Hunden

This is the first thing I thought of

i enjoyed watching this

[Germanauto]

Originally Posted by MT4life

Umm, horrible!
No target audience has been shown anywhere
Very gender fluid, safe, every race included just in case, typical BS
None of those people in the commercial drive BMW

Loll I think this is a bit extreme. It's a global car, so the marketing has to be very broad and "trendy." It's clearly millennial-oriented...but being one myself I see young professionals driving Bimmers not hipsters.

But it's poorly executed in my opinion.

[G80indy]

Yep that's about right.... no substance
And no manual gearbox.
Get real.... you're being driven by technology !
When a BMW ad is reduced to passion for technology instead of driving, I'm done.

[jpdchicago]

WTF?!?

[JayPichardo]

Apple called about a missing ipod ad.

[MT4life]

Originally Posted by Germanauto

Loll I think this is a bit extreme. It's a global car, so the marketing has to be very broad and "trendy." It's clearly millennial-oriented...but being one myself I see young professionals driving Bimmers not hipsters.

But it's poorly executed in my opinion.

Exactly, young professionals would have been better. you know something like showing kids in college and then graduate and then having lunch with old pals from school and pulling up in a BMW. I don't know something inspiring to work hard. Not fn twerking like a girl in the back ally of some run down downtown

[Sportstick]

Originally Posted by ynguldyn

Seems as if this thread is full of angry baby boomers.

I don't see age-based anger. I see perhaps one of the worst automotive TV launch spots I can recall. Having managed advertising, I see a creative director who ran roughshod over the strategic planner, as I find no clear message element, so evidence of satisftying an unmet need, nor any other basics in Advertising 101, before art directors run rampant. Try this test...imagine almost any other "contemporary" new car in the spot instead of the 3 Series. Is the spot as credible/persuasive/compelling...no more/no less? If so, it's bad advertising, per se. Good creative that is on-strategy should be specific to the brand. If you think back to when BMW strongly promoted the Ultimate Driving Machine in copy and art, you wouldn't find it credible with a Buick in the spot instead.