Luxury car mogul BMW has gone in a decidedly expressive direction with their latest rebranding strategy, targeting the emotion of joy. Dubbed and “Joy is BMW” and “Uniquely BMW”, the new campaign is drastically different than its predecessors. Let’s analyze it.
Far from the engine revving masculine dignity we are accustomed to, BMW has produced a Ralph Lauren-esque video featuring happy people of all ages driving their BMW’s in the sunshine, hair blowing in the breeze. It is obvious their target market is expanding.