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40 comments

wgeddes's picture
wgeddes
298 pencils

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

chintan ruparel's picture
chintan ruparel
1516 pencils

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!

~ old habits die hard, older ones never do ~

wgeddes's picture
wgeddes
298 pencils

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

addyhoch10's picture
addyhoch10
2592 pencils

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

fractalrene's picture
fractalrene
1506 pencils

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

Ad Junkie At Large's picture
Ad Junkie At Large
554 pencils

obvious and boring

Have Heart's picture
Have Heart
922 pencils

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.

laylowmoe's picture
laylowmoe
328 pencils

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.)

shaft_drive's picture
shaft_drive
273 pencils

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.

liar's picture
liar
386 pencils

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

Beatboxer's picture
Beatboxer
1519 pencils

WHAAAAAT IS THIS? The end?

copywriter.txt's picture
copywriter.txt
828 pencils

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

TopJeff's picture
TopJeff
479 pencils

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

Jeff

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TopCreatives, the premier online community for creative pros.

kyao888's picture
kyao888
127 pencils

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

brandsurgeon's picture
brandsurgeon
693 pencils

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.

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

Vicky's picture
Vicky
375 pencils

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

LUDOVICO_COL's picture
LUDOVICO_COL
24 pencils

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?

x-men's picture
x-men
340 pencils

Arrogantly flat.

jedbans's picture
jedbans
52 pencils

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.

brandsurgeon's picture
brandsurgeon
693 pencils

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

twelve_noon's picture
twelve_noon
617 pencils

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..

Philip Chudy's picture
Philip Chudy
54 pencils

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?

Rog's picture
Rog
6094 pencils

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

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

Vetinari's picture
Vetinari
110 pencils

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.

laylowmoe's picture
laylowmoe
328 pencils

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.

Vetinari's picture
Vetinari
110 pencils

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.

brandsurgeon's picture
brandsurgeon
693 pencils

Vetinari, will you be my best friend?
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Most times, worst enemies used to be best friends...

Vetinari's picture
Vetinari
110 pencils

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

brandsurgeon's picture
brandsurgeon
693 pencils

I'll buy you a cookie if you'll tell me what the grammatical errors are.
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Most times, worst enemies used to be best friends...

Vetinari's picture
Vetinari
110 pencils

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

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

cookie (:

brandsurgeon's picture
brandsurgeon
693 pencils

I'll buy you two cookies if you'll tell me what the grammatical errors are.
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Most times, worst enemies used to be best friends...

Vetinari's picture
Vetinari
110 pencils

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.

brandsurgeon's picture
brandsurgeon
693 pencils

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

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

Vetinari's picture
Vetinari
110 pencils

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.

brandsurgeon's picture
brandsurgeon
693 pencils

Considering that we all came out of "a small black hole", thats not surprising. Have fun, man.
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Most times, worst enemies used to be best friends...

Vetinari's picture
Vetinari
110 pencils

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

brandsurgeon's picture
brandsurgeon
693 pencils

Ain't you eating lunch no more?
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Most times, worst enemies used to be best friends...

serotonin's picture
serotonin
14 pencils

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.

Acalewia's picture
Acalewia
2 pencils

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.

Mongoose's picture
Mongoose
4981 pencils

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

Make the logo Bigger and the black, Darker!

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