BMW JOY - LOVE IT - HATE IT ??

[anonymous-user]

Is it just me, or has the "NEW M CAR DELAYED ACCEPTANCE PHENOMENON" now moved the BMW advertising???

let me explain: NEW M CAR DELAYED ACCEPTANCE PHENOMENON =

1) BMW prerelease details of new M car
2) press and public get all excited
3) actual car is released on sale
4) press and public roundly slam it for being a) not pretty enough, b) too dull c) too expensive
5) 6 to 12 months pass by
6) suddenly overnight, the previously hated new M car becomes class leader and everyone loves it and wants one !!!

Anyway, it think this is happening to BMW advertising now, because the first time i say the "JOY" campaign, i absolutely hated it, then the last time i saw it, i actually started to like it !!!

so, who hates JOY & who loves it ???

( i guess most of Pistonheads must be in BMW's target audience after all !!)

[EDLT]

I don't remember anyone slamming the M3 when it was first released.

[CatherineJ]

I like the advert.

[Ace-T]

Misses the mark by miles for me - maybe I am just not in the demographic.

Though I do like the big uber barges they do (4ltr v8 5 and 7 series stuff). There is something delightfully 'out of my way, peasant' about those. Everything else is just a bit ...meh...

Trace

[Balmoral Green]

I really like the advert, it's a million miles away from the typical BMW image. Happy faces, nice cars, classics thrown in too. Not a 'Cock' or front foglight wker in sight.

[War Pig]

I like it too. Especially the bit with the E30 fanclub. Is it just my imagination or does this bit get cut sometimes?

[varsas]

I like the advert, you have to remember they are quite restricted about what they can show. The only way to advertise a car on TV is to sell the brand or lifestyyle. At least BMW focuses on the cars and it's history, more firms should do that. Honda and Ferrari have both used the same idea and produced really good adverts. An equivelent advert by Jaguar would be great, better then the current nonsense they use.

[iluvmercs]

I enjoy - if that can be said of an advert - the new BMW "Joy" advert. That view is certainly helped with a Patrick Steward voice-over, and the excellent Lightning Seeds theme tune

Darren

[Not Ideal]

I really like it..!!

[captainzep]

Its st and seems borrowed from a Renault Megane ad campaign.

This is the zenith of BM marketing for me:

http://www.youtube.com/watch?v=NSl6KIZAsNI&fea...

then this:

http://www.youtube.com/watch?v=hE5iNOZfRrg&fea...

plus the Clive Owen shorts were cool:

http://www.youtube.com/watch?v=Izo0gMDxHxw

But, 'joy'?

The entire fking range seems based on cultivating miserable image based one-upmanship.

Edited by captainzep on Monday 5th October 08:12

[clonmult]

I can't stand the fking advert. We make joy? WTF, do they now make vibrators or jizz mags?

Although on one count I can see how it could possibly work, but "joy" seems to bloody limp wristed and, well, naff.

[CatherineJ]

I've just opened todays post to find an invitation from Joy, to go and see the X1 and 5 Series GT.

[Northern Munkee]

iluvmercs said:

I enjoy - if that can be said of an advert - the new BMW "Joy" advert. That view is certainly helped with a Patrick Steward voice-over, and the excellent Lightning Seeds theme tune

Darren

I'm not so sure it is the The Lightning Seeds you know, it sounds like it, like they couldn't get a release on the music, so brought in someone to do some cheesey sound a like, like what we want is this Lightning Seeds tune, but can't afford it. Economic down turn and all... bang us something out like it on your bontempi...

As to the ad, some nice cars, but a bit corporate, and this "joy" business, is a bit up it's own arse.. "Make it so number 1."

What ever happened to talking about the 50/50 weight distribution and rwd, I say?

[Zod]

It's been their slogan in Germany for years: "Freude am Fahren" or joy in driving.

The only people who will object willbe those who would object to any campaign with a blue and white roundel on it.

I rather like it. I also lile the current M3, but it's not the right car for me at the moment. I abhor the X5 M and X6 M.

[T89 Callan]

It's fine except for one line:

"Joy is efficient!

Want a load of fking tt fueled eco garbage, only some sort of marketing would come-up with something that fking stupid!

Nothing efficient has ever been fun and visa versa.

Fun = V8's, Sex, cake, bouncy castles, paintball, drinking games, sex, BHP. None of these are efficient.

Efficient = G-wizz, flourecent light bulbs, walking, public transport, automatic insurance renewals. None of these are fun.

[Steve748]

It's the only car advert I don't switch over, a lot better than those annoyingly ste adverts from Pug and Citroen.

Best advert for me was the Steve McQueen Puma advert.

[Ace-T]

Steve748 said:

Best advert for me was the Steve McQueen Puma advert.

I'll see your Steve McQueen (albeit good) and raise you this.

Anyone who doesn't like this can never call themselves a petrolhead!

Trace

[Steve748]

Excellent ad, can't remember seeing it before though? Was it aired in this country?

[Negative Creep]

I think Sniff Petrol have effectively destroyed that advert

[LMC]

I hate it, purely for the fact that BMW have always perceived themselves as the ultimate, the original and best, if you will.

So why then do they start an advertising campaign 1st started many years ago by Honda, with their "Joy Machine", the friggin gayest soft-roader ever - the FRV ????