BMW’s Ultimate Attraction
At a first glance, I thought this was a condom ad. Nope, I was wrong. This is a BMW ad.
The consumer-orientated strategy for this BMW ad is to sell the brand, not the product. There is no text about safety crash ratings or how many miles to the gallon it gets. It merely claims that if you drive a BMW, you will get noticed because it is “the ultimate attraction.” This ad is not focusing on BMW’s carline, but is focusing on what surrounds the product, the brand.
This ad shows BMW’s brand image or personality. Products, like people, have personalities and this idea of personification is taken literally with the picture of the BMW covering the woman’s face. According to BMW “ the ultimate attraction” is their vehicle, women are still an attraction, just not “the ultimate attraction.” Women often wonder why men refer to their car as their “baby.” Now, I understand. This ad coins adjectives such as sexy, daring and attractive to BMW’s brand image, which over time as become a badge product, whose identities are socially obvious and symbolic of status. BMW’s are known to be among the luxury car brands, but this ad makes car buyers believe the price is totally worth it. Owning a BMW is like dating the hottest girl in school – everyone dreams of it, but only some can actually experience it.
This ad also shows BMW’s attitude or tone of voice. Not only is the brand sexy and luxurious, but it is also fierce and powerful. The picture of the BMW covering the woman’s face has the most power in this ad, even more than the man. When you drive a BMW, you are in control and hold the key to dominance.
BMW is the “ultimate driving machine” because it is “ the ultimate attraction” on the road. Everyone will notice, when you drive a BMW. BMW’s personality starts with the actual car, but builds and branches off to establish a lifestyle fit for a driver, who can control his sexy driving machine.
Ad Strategy 
Did this ad ever make it to print? If so, where?
Great article. I am very much an enthusiast of the brand and I often times read assessments of BMW advertising and of the brand in it’s totality but they are consistently flawed with people’s projection of what they think BMW should be to them rather than what it really is and why it is so successful. This is the first article I have read that didn’t do that and it was really nice and refreshing.
Does anyone know the answer to this question? I would need some more information about this ad, if it was officially released by BMW, if so, where and when exactly -for a thesis! 🙂 Thanks!
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