BMW, "Joy" Ad Agency Part Ways
Speaking of confused advertising directions, BMW and its US-market ad agency GSD&M Idea City have parted ways according to Automotive News [sub]. GSD&M was responsible for the poorly-received “Joy” campaign, which BMW had adopted as a global campaign. And according to the report, BMW didn’t call off the relationship. The ad team pulled the plug because
Relationships are no longer strong with the marketing team, particularly in the wake of [BMW USA marketing boss Jack] Pitney’s death; the agency wasn’t making enough money on the account; and there wasn’t an opportunity to do the kind of work the agency had hoped to undertake.
Here’s hoping a new team helps BMW get its advertising mojo back. With Cadillac’s CTS-V going after the German sports sedan jugular with one of the best ads of the year, and luxury competition heating up in the US market, this is not a moment to get caught napping.
More by Edward Niedermeyer
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The "Joy" campaign is a product of corporate crime called an "international marketing campaign." In 2009, BMW launched an international campaign under the slogan "Freude am Fahren." When I saw that, my jaw dropped to the floor.
"Freude am Fahren" is "The joy of driving." Blah. It is also synonymous with the "Fahrvergnügen" ("driving fun", or, well "driving enjoyment") of ancient VW lore. At least that one was meant only half serious, (at least stateside, they meant it in Germany), in the U.S., it was kept in German, and went viral as much as anything could get viral in the 90s.
"Freude am Fahren" had been around for a while before it was elevated to worldwide status. The German office of Grey Advertising (not one of the world's hotshops) claims fatherhood. BMW must suffer from highly infectious Alzheimer. How could they have forgotten "Fahrvergnügen" when an unanimous "ja" went through the boardroom?
Anyway, the most dependable joy these days is a dishwashing liquid.
"Anyway, the most dependable joy these days is a dishwashing liquid." I Love it Todd Hebert BT Automotive http://www.barretire.com
Does anybody believe the ad agency broke it off? I think it's a case of the old "they can't fire me if I quit first". Anyway, I often wonder how some terrible ad campaigns are approved. Does one person ramrod it through a committee? Or are most people in advertising just different from the rest of us? When the latest Accord came out a couple of years ago, I must have seen their commercials on TV 100 times and still couldn't figure out the message.
The term "Joy" from a German company makes me think of "Joy Division" , a pop band which took its' name from an SS division allegedly in charge of providing prostitutes.