BMW Joy

For reasons that still remain unclear, BMW chose to drop its hugely successful ‘The Ultimate Driving Machine’ slogan and replace it with the new ‘JOY’ campaign when it launched its latest generation Z4 Roadster last year. In fairness, BMW never formally stated that it was completely abandoning the slogan, which has run on many of the automaker’s ads during the past 35 years or so, but nevertheless it has been missed in recent times. Well, now it’s back. On the latest ad for the 2011 BMW 5-Series, ‘Refuel’, the famous tagline is played in the...