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shaft_drive's picture

TOTAL agreement on that. This is a decent ad - good attitude. Of course it's open to idiotic premises. Creative people should be the last to get logical.

shaft_drive
Activity Score 273
Creative Director
wgeddes's picture

i take it this will be the last car ever manufactured?
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http://www.freerangerobot.com

wgeddes
Activity Score 298
Art Director
chintan ruparel's picture

nope..i guess it says this is the end of man's quest for the ultimate set of wheels...err..well, i really hope they mean that!

chintan ruparel
Activity Score 1516
Copywriter |

~ old habits die hard, older ones never do ~

wgeddes's picture

or maybe next year's model will have rocket engines
-
http://www.freerangerobot.com

wgeddes
Activity Score 298
Art Director
addyhoch10's picture

maybe that's XPO's last bmw ad so they don't have to care for the next 5 series ad...

addyhoch10
Activity Score 2592
Art Director
fractalrene's picture

I was just about to write something... uh, nevermind.

fractalrene
Activity Score 1504
Copywriter
Ad Junkie At Large's picture

obvious and boring

Ad Junkie At Large
Activity Score 554
Art Director
Have Heart's picture

Ah, so BMW stop improving their cars?! That's a really interesting message...

Can't believe how bad (and in first place WRONG!) this campaign is.

Have Heart
Activity Score 922
Art Director
laylowmoe's picture

Sweet Lord, you people sound like... no, not suits. Clients. BAD clients. Probably the kind of clients you actually work for, who've got you doing shitty bread-and-butter work for so long you either can't recognize clever ads anymore or crap on them out of sheer jealousy.

(And no, I don't think this ad is that great. But it is clever. And it works just fine.)

laylowmoe
Activity Score 328
Copywriter
shaft_drive's picture

TOTAL agreement on that. This is a decent ad - good attitude. Of course it's open to idiotic premises. Creative people should be the last to get logical.

shaft_drive
Activity Score 273
Creative Director
liar's picture

Though obvious, but this seriously will lead to many many misunderstanding.

liar
Activity Score 384
Other
Beatboxer's picture

WHAAAAAT IS THIS? The end?

Beatboxer
Activity Score 1517
Copywriter
copywriter.txt's picture

What a donut have to do with a BMW? : P

copywriter.txt
Activity Score 828
Copywriter
TopJeff's picture

Well, I guess BMW's never going to come out with another new model. ;-)

Jeff

---------------------
TopCreatives, the premier online community for creative pros.

TopJeff
Activity Score 479
Marketing Manager
kyao888's picture

THEN |------------------------| NOW (better)

kyao888
Activity Score 127
Creative Director |

-----------------------------------
Preface Media, Inc.
eCatalog|ePages|Virtual 3D|LocateMe
URL: www.PrefaceMedia.com

brandsurgeon's picture

I don't know about u guys, but I like this ad. It has an arrogant feel to it. What it means is that BMW is the final statement ever since the wheel was invented. And no, it's not a donut. Its a carved out wooden wheel which describes the beginning. Yes, its obvious to an extent, but not without good reason. I'm not a car freak, but I understand the ad and the message... not to talk about those who are really into cars.
BMW with this ad, has just asserted its position as the final say when it comes to auto-tech or the auto industry. I wonder how some people would ask silly questions like, "Is BMW never gonna make cars again"!!? Pleeeeeeeeease! We're creative people, not dumb. We're supposed to be smarter than the average man on the street. This ad says it so simply, No Matter What Brand of Car Comes out, whatever statement they may make, BMW ends it with a full stop. That's the way I can explain it.

brandsurgeon
Activity Score 693
Copywriter |

Most times, worst enemies used to be best friends...

Vicky's picture

I think this ad is obvious, cheap an boring for a brand like BMW.
To lineal!!!!

Vicky
Activity Score 375
Creative Director
LUDOVICO_COL's picture

mmmm...recuerdo al tal eduardo, payaso de la tadeo, amante de los avisos de absolut, de paletas y de la marihuana.¿bmw no va a sacar màs carros?

LUDOVICO_COL
Activity Score 24
Copywriter
x-men's picture

Arrogantly flat.

x-men
Activity Score 340
Creative Director
jedbans's picture

I don't like this ad because, as many of you said before, leads to some misunderstanding. Is the BMW 530i the ultimate car? Don't think so. Maybe, if you put the BMW logo at the end of the timeline (which is also circular, as the prehistoric wheel) you'll make an statatement on BMW being the ultimate driving experience but I think that using a particular car just ruins the idea. BMW will continue designing cars, improving and doing stuff... so, why to put this car as the end of something? Don't know, just a thought.

Cheers.

jedbans
Activity Score 52
Copywriter |

"I don't need to fight to prove I'm right"

brandsurgeon's picture

Okay, you have a point on the logo thing. I agree with that too. But I hate it when people just rubbish certain ads without any helpful or meaningful reason.
---

brandsurgeon
Activity Score 693
Copywriter |

Most times, worst enemies used to be best friends...

twelve_noon's picture

it would probably work a lot better if the ad refered to the bmw cars in general being the ultimate driving machines. That means that they should drop the model name from the the line at the end. That on the other hand means that the ad would serve as corporate and would by no means serve to launch a certain model..

twelve_noon
Activity Score 617
Creative Director
Philip Chudy's picture

Does anyone like the style of car image?.

This over retouched 'pseudo 3DCGI-plastic-toy look' is what is being specified by an number of art directors and car companies.

Personally I think that it is nice change in style to play with the highlights in a different way. But what about 'presence', texture, a feel of the vehicle as a valuable tactile item. Is it worth forgetting all this for a small amount of of novelty?

Philip Chudy
Activity Score 54
Photographer
Rog's picture

Save that little doozy for the agency self promotion, boys!

Rog
Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

Vetinari's picture

the idea behind this concept is really sound.
it's just been executed by a bagfull of soggy hedgehogs.

think about it. one or two tweaks would make all your clamourings go away.

par example:
from what i see, the salient issues with this ad are "it's not the ultimate set of wheels", "bmw's not going to stop making cars" etcetera.

i'm thinking.. what the ad is trying to say is we define wheel. then, the wheel was a roughcut stone thingy. look at it now.
fine.

what would fix this is a timeline that keeps going. you already have a line under the image, give it chronological indentation. but most importantly, make it keep going past the car.
so you have neolithic under the wheel, 2007 under the car, and after.. who knows.
but the point is IN 2007, THIS car defines wheel. it's the best you're going to find. and THAT bit of hyperbole is nowhere near as ridiculous as some we've seen. completely allowable.
i think a timeline would really make this ad work.

or, i could be full of shit.

Vetinari
Activity Score 110
Copywriter
laylowmoe's picture

You're full of shit.

Okay, okay, you get props from me for the constructive criticism. But I can't agree. I think the hyperbole works just fine - BMW's tagline is "The ultimate driving machine" after all. All you chowderheads yammering about whether BMW will ever make any other car, go pull out a dictionary and look up "ultimate".

The only suggestion I'd make is, instead of a car, put the BMW logo. Might look nicely juxtaposed with the wheel. But that would make it a brand ad, and that's probably changing the brief.

laylowmoe
Activity Score 328
Copywriter
Vetinari's picture

wow. definitely.
the logo as opposed to the car, that is.
although.. it is a pretty nice looking car, and yeah, i think they're pushing the car as opposed to the brand.

perhaps either/or.. a chariot/oxencart and that car, OR if you're going for the hyperbole, the stone wheel and the logo.

and it's completely debatable, whether or not the hyperbole works.. they're going to look pretty silly if they come out with a new car that's more of an ultimate driving machine than the last ultimate driving machine (you could perhaps pull out a dictionary, and look up "ultimate).
but that's their problem. if ultimate driving machine is their tagline, then their tagline is skewed.

but as far as the ad goes, it's impactful, and i like it.
my suggestions were constructive insofar as they -might- stop the yammering, as opposed to might fix the ad as an ad.

Vetinari
Activity Score 110
Copywriter
brandsurgeon's picture

Vetinari, will you be my best friend?
---

brandsurgeon
Activity Score 693
Copywriter |

Most times, worst enemies used to be best friends...

Vetinari's picture

only if you promise to change the glaring grammatical problems with your signature?
and buy me a cookie.

Vetinari
Activity Score 110
Copywriter
brandsurgeon's picture

I'll buy you a cookie if you'll tell me what the grammatical errors are.
---

brandsurgeon
Activity Score 693
Copywriter |

Most times, worst enemies used to be best friends...

Vetinari's picture

perhaps not so much grammatically as syntactically.
it doesn't scan.

CAN WE JUST FOCUS ON WHAT'S IMPORTANT HERE, PLEASE?

cookie (:

Vetinari
Activity Score 110
Copywriter
brandsurgeon's picture

I'll buy you two cookies if you'll tell me what the grammatical errors are.
---

brandsurgeon
Activity Score 693
Copywriter |

Most times, worst enemies used to be best friends...

Vetinari's picture

now i'm going for lunch.
see what you did with your cookietalk?

and alright.. i reckon it's either the "most times" or the "used to be"

Most times, worst enemies were best friends.
OR OR

or something..

i don't know. hell. it's your signature.
but it hurts MY head.

we should have a working lunch.

Vetinari
Activity Score 110
Copywriter
brandsurgeon's picture

Then I've made impact. Eat for two.
---
Most times, worst enemies used to (were) be best friends...

brandsurgeon
Activity Score 693
Copywriter |

Most times, worst enemies used to be best friends...

Vetinari's picture

i do that anyway.
6'2 and a half, 70 kgs, i reckon i could eat my weight.
some say i'm powered by a small black hole.

Vetinari
Activity Score 110
Copywriter
brandsurgeon's picture

Considering that we all came out of "a small black hole", thats not surprising. Have fun, man.
---

brandsurgeon
Activity Score 693
Copywriter |

Most times, worst enemies used to be best friends...

Vetinari's picture

oh dude.
nativity jokes?
that's almost as bad as bathroom humour.

Vetinari
Activity Score 110
Copywriter
brandsurgeon's picture

Ain't you eating lunch no more?
---

brandsurgeon
Activity Score 693
Copywriter |

Most times, worst enemies used to be best friends...

serotonin's picture

BMW has long maintained a certain arrogance about their product, but certainly no less then other luxury brands like Lexus or Mercedes so I don't know why anyone would be surprised that this ad is no exception.

I think the idea could've been more interesting as motion then print.

serotonin
Activity Score 14
Graphic Designer
Acalewia's picture

I think the message is pretty obvious, it's an ad for BMW's latest model so it should emphasize the quality of the car--the message is very simple--it started with the wheel and it ends with the BMW company latest product.

Acalewia
Activity Score 2
Graphic Designer
Mongoose's picture

This is a great piece with a lot of arrogance and finality to it.

Mongoose
Activity Score 4961
Art Director at Lime Lite Studio |

Make the logo Bigger and the black, Darker!

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