BMW: Joy ad campaign


image via The Always Gentleman

Car companies obviously spend a hell of a lot of money on ad campaigns.

As close watchers of the various ways that car makers seek constantly to reinvent themselves we were of course excited about BMW’s recent JOY campaign (vaguely fascist connotations notwithstanding).

It was a bold, top to bottom bit of marketing rather than a simple piece of rebranding. The JOY in BMW was injected in every way the brand was represented; from the colours of their vehicles through to the tone of voice adopted by dealership receptionists.

But it occurred to us also, that they could done a similar job as the HD edit below, in an image as simple as the one above.

The message, after all is simple. You can have fun in your BMW car. The b&w air shot seems to say everything you could ever want to say.