Stop whatever you are doing today and go read Peter M. De Lorenzo's article on BMW's latest campaign Joy.
De Lorenzo is absolutely correct that you can cut the new Joy commercials and put a Chevy, Hyundai, Toyota, whatever in the ad and it will still work. It's an ad campaign for any car company and that's the big issue with it.
I don't have much to add to it, since it is perfect. As a BMW owner for many years and an emphatic fan of the brand, Peter's article expresses what is so wrong with the current, supposedly temporary, move away from BMW's Ultimate Driving Machine message.
Go visit Autoextremist then print out De Lorenzo's article and mail it to:
BMW of North America, LLC
300 Chestnut Ridge Road
Woodcliff Lake, NJ 07677-7731
Quick before they make any more vanilla Joy commercials!
