[Shane23]

Originally Posted by wannabe

There is noooooo way that is going to work that well.

Only works when your close with keyfob, they just thought it was funny to have the dog do it..

[JSP]

Originally Posted by achien

Disappointed!!!

Not one out of the six items from the ads contribute to the "Ultimate Driving Machine".

No LSD, no re-active suspension, no super light weight materials...

Thanks, you just saved me some typing.

[JSP]

Originally Posted by shicobico

...
The competition is wiser:

1. Buick (FREAKIN BUICK!):

...

Hahaha! Nice one. Clever, funny, and clear message.

[90degreeman]

Originally Posted by Jspeed

Hahaha! Nice one. Clever, funny, and clear message.

Oh yeah...very clear message - It could be that the car just sucks...and this woman can't drive worth a dime. Real witty right there. Why am I the only one who hates any of these goddamn commercials? Most of the super bowl ads sucked.

If you wanna see a good ad, let me just make a suggestion:

Now, that's a brilliant ad. I am just gonna go get myself a glass of single malt.

[ATLLRT]

I have some experience in brand/product marketing and ensuring that advertising is sending the right message. The tagline (The Ultimate Driving Machine) is the brand promise - its about who you are and what your product represents. It conveys the unique qualities of your products and your brand. Those things should differentiate you from competitive products on the market. What you present to the viewer/reader in advertising should provide reasons to believe the tagline and reinforce your claim to that tagline.

These ads don't reinforce BMW's claim to being the "Ultimate Driving Machine." They fail in two ways in my opinion. First, most of them don't highlight features which directly make the act of "driving" more fun or enjoyable. Text to speech (with a 1980's quality synth voice), automated trunk opening, memory seats and keyless entry are nice options, but don't reinforce the brand. These features are for commuters, not "drivers"....and while the vast majority of BMW owners commute in their BMWs (me included), that's NOT AT ALL the reason I purchased a BMW. BMW owners don't "ride," or commute - WE ARE DRIVERS -RIGHT?

Secondly, most of these features are practically ubiquitous. The fact that memory seats are mentioned in an ad is almost quaint. I don't know anyone who's been impressed by memory seats since 1988 maybe? It's been so long that I can't even remember when they became table stakes in this segment. To be clear, I'm not saying these features shouldn't be available on BMWs, but rather that BMW shouldn't be using these features in advertising to convey what's different and unique about their cars. ("Respeck," to those of you purists who don't want any of this stuff on your car - I salute you.)

I'll wrap by saying this: BMW is launching a brand new 3 series. The 3 series is the bread and butter of the brand. Getting the 3 series right is essential to BMW's success, so this opening salvo of advertising should set the tone for what this car is about. Of ALL of the advances the company has made in these models, memory seats and keyless entry is where they've decided to spend their advertising dollar? Aren't these new cars faster, lighter, better handling, more spacious AND more efficient than their predecessors? There's an enormous amount of material there to use in support of BMW's claim to "The Ultimate Driving Machine," and somehow BMWNA's marketing people and advertising firm have decided to focus on some pretty mundane stuff. I don't get it, and I suspect that when the brief, quiet chuckle is over, most viewers won't get it either.

[jprieur]

Been off the board for a while, sold my 07 E90 335i over a year ago and have since defected to the 4 rings (A4 Avant).

frequent the board every so often, kinda had to comment here. Love the discussion about the ads, but what struck me (and maybe this is just the sound settings of the you tube versions) is the cheap and hollow sound of the car doors opening and closing, especially on the heated steering wheel commercial. Small and minor I know, but that is the impression that is hitting me and it doesn't leave me with the feeling that I just saw a luxury brand commercial.

Also, and not to knock VW, but the commercials have a VW/Hyundai feel to me, again not premium.

[justinnum1]

Originally Posted by jprieur

Been off the board for a while, sold my 07 E90 335i over a year ago and have since defected to the 4 rings (A4 Avant).

frequent the board every so often, kinda had to comment here. Love the discussion about the ads, but what struck me (and maybe this is just the sound settings of the you tube versions) is the cheap and hollow sound of the car doors opening and closing, especially on the heated steering wheel commercial. Small and minor I know, but that is the impression that is hitting me and it doesn't leave me with the feeling that I just saw a luxury brand commercial.

Also, and not to knock VW, but the commercials have a VW/Hyundai feel to me, again not premium.

The sounds of the doors closing through a commercial....thats kind of reaching lol

[Imola.ZHP]

Originally Posted by shicobico

No one said it takes anything away from the driving experience of the car. What I am personally saying (can't speak for others) is that the "driving aspect", the magical essence, the unsurpassed sporty character of a BMW has been largely neglected. These hideous BMW commercials have become so lame, techie-oriented, and have veered so far off the BMW 3 series core message (ULTIMATE DRIVING MACHINE), that they now are trying so hard, to appeal so a very pedestrian demograph, with simplistic gadgetry-commercials - which by the way, a game Toyota, Honda, Audi, MB, Cadillac and their cousins are also capable of playing, and playing very well - perhaps even beating BMW.


It just seems to me like a bunch of corporate execs sitting in front of a big screen power point presentation, voting on which commercial they think would move more cars. A campaign, devoid of any true BMW character.






Ok, I'm not even sure how to respond to that. I would venture to say that very few members on this board have racing on their mind 24/7, or have even raced their car at all (teenie boppers - maybe). Anyway, you're still missing the point. It is very possible to appeal to more people, AND make great commercials ALL WHILE keeping your loyal customers engaged and excited AND sticking to your core message, outlining and highlighting what makes your product unique. It just takes creativity, and an unyielding belief in your product (not an unyielding belief in sales and numbers).




Any other car company can load their grocery movers with technology, luxury, and sell them cheaper than BMW ... no one but BMW can make a 3 series.




The competition is wiser:


1. Buick (FREAKIN BUICK!):

2. Cadillac

Is it neglect? Or has the BMW 3 been around for so long that the driving aspect of the car (and how wonderful it is) is now just a "given?"

Buick commercial, funny, but its a Buick. Buick's are for grandparents...

Cadillac, probably the same exact car as the Buick underneath. I'd like to see its and the new 335i's ring times compared. I bet they were comparing to an '06 325i non-sport because the new car probably still hasn't posted ring times.

Plus, anyone, with a brain, will look at a car as a financial investment, albeit a bad one (depreciating). Buick and Cadillac have a much worse depreciation factor than BMW. It will take DECADES of building perfect cars for them to change this, if it is even possible. Both of those cars are new, and I would bet money that they will have tons of problems the first year, and then less problems from then on, but sill won't "age" as well as a BMW...

I'm confused as to why people are upset about these ads. They are just a handful of first ads for a new car. I'm sure there will be plenty more and I would bet they will focus more on the driving aspect of the car. So just relax and enjoy them. They tout "The Ultimate Driving Machine" at the end because all BMW ads should be cohesive and have a cohesive feel, even if they are not focusing on the driving aspect of the car. I would think the guy a few posts up that seems to be some kind of marketing specialist would understand/know that, lol. I'm happy they have returned to "The Ultimate Driving Machine" away from "Joy."

BTW, I don't recall seeing ANY of these during the Super Bowl, did I just happen to miss them?

[mshab356]

[terrapen73]

Yep. That is good stuff right there.