• May 27th 2010 at 8:00PM
  • 19
BMW takes Singapore – Click above to watch video after the jump

BMW advertising gurus have a big job ahead of them when it comes to supplementing their longstanding "Ultimate Driving Machine" slogan with the company's new "Joy" campaign. Bimmer fanboys had lived and died by the company's proclamation of superiority for years, so it's going to take some coaxing to get BMW loyalists to swallow the new ads. Fortunately, BMW has never been one to skimp on advertising dollars, and the company has pulled a stunt in Singapore to make sure the ball gets rolling in the right direction.

BMW has used two buildings for a massive, unique 3D projection display right in the middle of downtown Suntec City. Talk about cool. Two massive hands appear to disassemble the structures and rearrange them for their own diabolical, Joy-soaked plans. You can hit the jump to see the whole shindig for yourself. Thanks for the tip, John!

[Source: YouTube via BMWBlog]

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    • 1 Second Ago
      • 5 Years Ago
      Seems a bit "Clockwork Orange" in its cult-like nature (not the cult status of the film, but the brainwashing within it). Joy is life. BMW is joy. Therefore BMW is life. Suddenly "Ultimate Driving Machine" doesn't sound so arrogant.
      • 5 Years Ago
      There's no customer "Joy" in a post-warranty BMW $ervice visit.
      • 5 Years Ago
      How is this interactive?
        • 5 Years Ago
        I was thinking maybe you can actually play the pong games or something from a kiosk around there (although I don't know).
      • 5 Years Ago
      I was really digging the video until the 1:39 mark where the face started saying "work,work,work" "only if it brings you joy, joy, joy."

      Am I the only one who thinks that was extremely creepy. I felt like it was the Chinese government or Big Brother.
      • 5 Years Ago
      That was pretty impressive... using rendering with shadows that will match the surrounding environment.
      • 5 Years Ago
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      • 5 Years Ago
      • 5 Years Ago
      • 5 Years Ago
      Joy is BMW just doesnt have a ring to it. Joy is Kia maybe what with their current advertising lately and styling.
      Maybe Ultimate Driving Joy.. but I dunno...

      But on that ad spot.. wow I'm impressed kudos to BMW for doing this
      • 5 Years Ago
      Not a bad spot.
      • 5 Years Ago
      Projection? Yes
      Interactive? No!
      3D? Hell NO!
      • 5 Years Ago
      cool, innovation

      bow to europe!
        • 5 Years Ago

        i don't have any feeling of superiority.

        but i think it's wrong to just sell a v6 and a v8 mustang as example.
        it's equal, you can pay for it or you can't.
        if not, get lost

        here in europe you can buy a 5 series with 4 cyl up to 10 cyl.
        why can't you buy a corvette with 4 cyl?
        people that buy a 520i don't feel less importand than some that could afford a 540i.

        why didn't american car companies invest in inovation for pretty much 90 years.
        fidling on the same v8 cast, man i somewhat street raced americans cars with a Renault 21 1700cc my car was faster than 3.8 v6 camaro and it was faster than a 5.7 v8's, with les power.
        americans live in a illusion they think displacement equals speed.
        the orginal VW golf mk II GTI is much more fun that a equal old corvette.
        i bet a VW glf MKII 1800 16vv with bosch K-jet is even faster than equal old 5.7 corvette with carburator.

        i don't understand when chip foose and co builds a car with a carburator is that COOL!.
        i wouldn't even puke on a car with a carburator even if it's market value is 100 grand.
        way to big and to heavy
        American philosophy: big, bigger and biggest.

        meantime you can buy a golf with 1.2 up to 3.x liters here in europe.
        vw is conquering the world and Detroit goes on with 2 engine strategy, pretty much.

        • 5 Years Ago

        No question, some European manufacturers make some fine automobiles. So do some Asian and American manufacturers.

        You're specifically targeting past American cars for comparison with European cars. Yes, they were garbage. But what about modern American cars? Or Japanese cars? There are some pretty good examples of those. Anecdotally, I know someone who replaced a 911 with a turbo MR2 and couldn't be happier with it.

        I don't think it's wrong for Ford or GM to not offer four-cylinder Mustangs or Corvettes. They sell a product. These cars are not targeted at an audience that would be receptive to having I-4 engines. And who's to say that thinking is wrong? Australia likes the Holden Ute, but it'd be silly to try to sell it in North America. Europe likes wagons, but for some reason they aren't popular in the USA. That's how it goes.
        • 5 Years Ago

        I came to this comments page to take issue with Autoblog's treatment of BMW and its fans ("intentionally arrogant"; fanboys, superiority, etc.), but your comment reminded me that they're spot on.
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