SHERIDAN, WYOMING – May 23, 2025 – What happens when a car isn’t just a vehicle—but a feeling, a lifestyle, a statement? For BMW of North America, the answer has long been forged through visionary advertising campaigns that didn’t just sell cars—they sold aspiration. Over three decades, BMW's evolving brand voice, bold agency choices, and creative risks sparked a powerful emotional connection with drivers, and ultimately drove sales.
From “Ultimate Driving Machine” to Ultimate Brand Identity
It all began in 1975, when Ammirati & Puris coined the iconic tagline “The Ultimate Driving Machine.” This campaign aligned perfectly with BMW’s engineering ethos and helped U.S. sales soar nearly fivefold over the following decade. But by the early ’90s, rising prices and Japanese competition caused a sales slump. With pressure mounting from BMW’s headquarters in Munich, change was inevitable.
Carl Flesher, then VP of Marketing, recalled, “The request to get rid of Ammirati & Puris was emanating from Munich… I refused. I fought for Ammirati & Puris, saying they are an excellent agency… It’s got to be through product and pricing.” Still, leadership transitions eventually led to a review and the firm’s public departure in 1992.
A New Era with Mullen—and a Quick Exit
Mullen, the agency that won BMW’s account in early 1993, entered the scene with passion, but couldn’t quite capture the spark. “They worked hard, but the magic was missing,” said Victor Doolan, then BMW NA’s Head of Sales and Marketing.
Despite Mullen's emotional pitch—legend has it that founder Jim Mullen shed tears during his presentation—the agency struggled creatively. Even so, sales rose from 78,010 in 1993 to 84,501 in 1994. But BMW soon sought more than modest growth. By mid-1995, the brand pivoted again.
Fallon McElligott: Humor, Emotion, and Innovation
BMW’s next partner, Fallon McElligott, brought a dynamic blend of humor, emotion, and technical prowess. From their cheeky James Bond tie-in ads for the Z3 in GoldenEye—“Bond is driving a BMW…on the wrong side of the road!”—to sleek black-and-white spots that captured the thrill of driving, Fallon understood BMW’s DNA.
“They really understood the marque,” Doolan said. “It was epitomized…with the Z3 ad that said, ‘Happiness is not around the corner. Happiness is the corner.’”
Fallon also modernized BMWUSA.com with interactive features like M3 engine sound downloads, while campaigns subtly shifted the brand’s image toward inclusivity. “Another thing we started doing is showing women driving the cars,” noted Jim McDowell, BMW NA’s then-VP of Marketing.
BMW Films: Marketing Meets Hollywood
Fallon’s creative peak came in 2001 with the launch of BMW Films—a pioneering series of eight short films directed by cinematic legends and starring Clive Owen as “The Driver.” The online-only release was ahead of its time and resonated deeply with audiences.
“The Hire pushed the limits of the Web,” said Mark Goldstein, President of Integrated Marketing. “It expanded the boundaries of what automobile marketing could be.”
This digital leap paid off: BMW’s U.S. sales soared to 213,127 units in 2001, a record at the time.
Changing Leadership, Shifting Strategies
But in 2005, with new leadership came new direction. Jack Pitney, BMW NA’s new CMO, initiated another review. “Jack was so focused on change,” recalled BMW marketer Patrick McKenna. Meanwhile, global alignment pressures from BMW AG in Germany made independent U.S. campaigns less feasible.
Despite the success of BMW Films and Fallon's acclaimed work, the agency—like Ammirati & Puris before—declined to re-pitch. Their groundbreaking collaboration came to a close.
Legacy of Emotional Engagement
BMW’s advertising journey wasn’t just about selling cars—it was about shaping perception. Whether invoking joy, prestige, or performance, BMW’s campaigns consistently tapped into what consumers feel behind the wheel.
From “The Ultimate Driving Machine” to digital storytelling that predated the influencer era, BMW’s evolving ad playbook proved one thing: when marketing fuels emotion, it drives loyalty—and sales.
Learn more at www.bmwusa.com