Tuesday, August 30, 2011

Is BMW on the right road?

BMW has a new agency. Well, kind of.

After a five month review that included agencies from across the country, BMW parked it's brand in New York at KBS+P, an agency that's been doing dealer and other special projects for BMW over the past few years. Their work includes this spot for the BMW clean diesel.

It's a spot that gives me hope for two reasons. First it positions it as the "performance diesel" designed to deliver a superior driving experience. Second it closes with BMW's iconic tagline, "The Ultimate Driving Machine."

After the failed experiment with the "emotional" tagline of Joy, I hope they've come to their senses and will let BMW be BMW again. Time will tell. And I'll be watching.

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