New 6 Series Coupe and Convertible TV Ads begin running

[Mark]

BIMMERPOST NEWS

New 6 Series Coupe and Convertible TV Ads begin running

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The JOY theme continues into the advertising campaign for the new for 2012 BMW 6 Series, titled JOY FLOWS. With the recent introduction of the Coupe to compliment the convertible, it seems BMW is ready to kick off its broader media campaign, and has put out this visually vivid commercial.

The commercial takes place in a large european fountain which shoots water onto the cars, complete with slow-mo shots, think: upscale wet t-shirt contest .

Photos of both cars getting down and wet in the fountains are available in our official threads for both the coupe and the convertible

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[shenglin]

Nice, short and sweet. I like it. =)

[freshnezzz]

where is the drifting? lol they should have shown more of the led headlights!

[-=Hot|Ice=-]

...Joy is boring. I want the Ultimate Driving Machine back.

[uhn2000]

So let me guess. The glass roof on the 6er only tilts again and does not even slide out?

[Sealobo]

totally not feeling it.

i think the headlight design ruined the whole car.

[Bimmer-Bob]

That coupe is hot, and will look even better if/when they offer some sort of sport package (not to mention the M6).

Anyone know the song?

[keanu1]

this is GAY!!! It's like a renault commercial!!
i want to see performance, driving dynamics, smoke, drift, technology!! that is joy!!

[hks786]

Originally Posted by keanu1

this is GAY!!! It's like a renault commercial!!
i want to see performance, driving dynamics, smoke, drift, technology!! that is joy!!

+1000

Gay. lol

[Imola.ZHP]

Originally Posted by -=Hot|Ice=-

...Joy is boring. I want the Ultimate Driving Machine back.

x2!

Joy makes me yawn, give me excitement!

[3XTR3M3]

This ad does not fit the 6 characteristics, cater to the targeted demographic, or communicate any fine selling points besides some glimpses of the interior and slow motion shots. Is this really the first 6 spot?

[xraymd]

Originally Posted by Bimmer-Bob

Anyone know the song?

Mr. Blue Sky from Electric Light Orchestra.

[ferrari6891]

that was possibly the dumbest thing i've ever seen....i did enjoy the end though

[e92-335i]

Originally Posted by ferrari6891

that was possibly the dumbest thing i've ever seen....i did enjoy the end though

1

[Bimmer-Bob]

Originally Posted by xraymd

Mr. Blue Sky from Electric Light Orchestra.

Cheers.

[silentassasin]

Seriously. Two guys giving each other the "look" after driving around in circles is a little GAY. Show me what this car is meant to do. Performance, drifting, braking..... Come on BMW

[fratz]

Originally Posted by -=Hot|Ice=-

...Joy is boring. I want the Ultimate Driving Machine back.

i miss the ultimate driving machine commercials

[SCOTT26]

INSPIRED BY WATER...

The purpose of the advertisement is to convey the designers influence of using water flow to inspire the design direction of the 6er.

It is not about drifting or going crazy on public roads, as a 6er demographic is very different from an M3 demographic.

[keanu1]

Originally Posted by SCOTT26

INSPIRED BY WATER...

The purpose of the advertisement is to convey the designers influence of using water flow to inspire the design direction of the 6er.

It is not about drifting or going crazy on public roads, as a 6er demographic is very different from an M3 demographic.

i really don't buy a bmw because it's design is inspired by water and driven by gay people!!
this is not bmw!!!

[JamieA]

C'mon guys lighten up!

In many markets (including Australia for instance) it is illegal to show car advertisements where the car is driving at speed or cornering too hard or in any danger of being driven in a fun manner whatsoever.

Even in Australia, the original Mazda Zoom-Zoom ads had trouble... I know it is the wowserish state of society that we live in here today perpetuated by socialist governments that are intent on stamping out any last vestige of pleasure that we may still have, but I digress.

Simply put, car companies have needed to adopt more artful ways of showing off their cars. In this instance you know a BMW is going to go hard (they show the 650 badge of which the "50" part is well understood by BMW customers) you know it is going to handle well. There are endless examples of advertising which show this, so in marketing speak, how do you get the "cut through".

I understand that the whole "joy" thing isn't to everyone's tastes, but the whole campaign has had a common theme - enjoy driving again, rediscover the unabandoned thrill of discovery and excitement you experienced on a day to day basis as a child - think about it why do you love driving fast, or manhandling a large beast around a difficult corner at impossible speed with ease and fluency? Because it takes you back to these times. BMW are surfacing this in their advertising in my opinion. After years of ownership of a BMW, and using it to drive a common stretch of country road that I do on a fortnightly basis, I still feel a thrill when I get it around a particularly difficult stretch of road very fast and so effortlessly, my car just seems to thread through these hills like it is on rails.

Also consider that in today's carbon constrained orthodoxy, driving cars for pleasure is a cardinal sin! We must only drive them when absolutely necessary and with the maximum efficiency possible. This political environment around cars is oppressive to car enthusiasts, and for one, I am sick and tired of it, and of staring down the glares of Toyota Pious drivers as I have fun while driving. Prima facie, Efficient Dynamics is at some real odds with what BMW customers want - the experience of the ultimate expression of the car that begs to be driven as a toy. But when you think about it further, what BMW are saying to us with a wink and a nod with the "Joy" campaign is don't feel guilty enjoying your car. Feel the freedom to use your car, knowing that you are polluting the environment less.

Clearly these two guys are not gay. They are two men who rediscover the childhood pleasure of running around in water on a summer's day. They use their cars just for the fun of it.

Do you remember running around in the water, chasing your friends on hot days when you were little? How did you feel?

[lostkhan]

Originally Posted by JamieA

C'mon guys lighten up!

In many markets (including Australia for instance) it is illegal to show car advertisements where the car is driving at speed or cornering too hard or in any danger of being driven in a fun manner whatsoever.

Even in Australia, the original Mazda Zoom-Zoom ads had trouble... I know it is the wowserish state of society that we live in here today perpetuated by socialist governments that are intent on stamping out any last vestige of pleasure that we may still have, but I digress.

Simply put, car companies have needed to adopt more artful ways of showing off their cars. In this instance you know a BMW is going to go hard (they show the 650 badge of which the "50" part is well understood by BMW customers) you know it is going to handle well. There are endless examples of advertising which show this, so in marketing speak, how do you get the "cut through".

I understand that the whole "joy" thing isn't to everyone's tastes, but the whole campaign has had a common theme - enjoy driving again, rediscover the unabandoned thrill of discovery and excitement you experienced on a day to day basis as a child - think about it why do you love driving fast, or manhandling a large beast around a difficult corner at impossible speed with ease and fluency? Because it takes you back to these times. BMW are surfacing this in their advertising in my opinion. After years of ownership of a BMW, and using it to drive a common stretch of country road that I do on a fortnightly basis, I still feel a thrill when I get it around a particularly difficult stretch of road very fast and so effortlessly, my car just seems to thread through these hills like it is on rails.

Also consider that in today's carbon constrained orthodoxy, driving cars for pleasure is a cardinal sin! We must only drive them when absolutely necessary and with the maximum efficiency possible. This political environment around cars is oppressive to car enthusiasts, and for one, I am sick and tired of it, and of staring down the glares of Toyota Pious drivers as I have fun while driving. Prima facie, Efficient Dynamics is at some real odds with what BMW customers want - the experience of the ultimate expression of the car that begs to be driven as a toy. But when you think about it further, what BMW are saying to us with a wink and a nod with the "Joy" campaign is don't feel guilty enjoying your car. Feel the freedom to use your car, knowing that you are polluting the environment less.

Clearly these two guys are not gay. They are two men who rediscover the childhood pleasure of running around in water on a summer's day. They use their cars just for the fun of it.

Do you remember running around in the water, chasing your friends on hot days when you were little? How did you feel?

[InTheNightKitchen]

Originally Posted by Bimmer-Bob

Anyone know the song?

No disrespect, but eff the song. How many commercials are going to use this song

Originally Posted by keanu1

this is GAY!!! It's like a renault commercial!!
i want to see performance, driving dynamics, smoke, drift, technology!! that is joy!!

Originally Posted by hks786

+1000

Gay. lol

Originally Posted by ACSE90

Seriously. Two guys giving each other the "look" after driving around in circles is a little GAY. Show me what this car is meant to do. Performance, drifting, braking..... Come on BMW

I'm not homophobic whatsoever, but that's what exactly what I thought^^^

Originally Posted by lostkhan