There has been numerous taglines associated with BMW over the years. BMW used to be known as the Ultimate Driving Machine. And then we had the tagline ‘Sheer Driving Pleasure’, which you can still see plastered over a huge billboard as you enter the Penchala Link tunnel from Mutiara Damansara.
Now they’ve moved on to something else – “Joy”. BMW’s “Joy” campaign mostly uses three word headlines starting with “Joy is…”, followed by something relevant to whatever message they are trying to convey. This videos are part of BMW’s “Story of Joy” campaign, which were launched in conjunction with the Winter Olympics.
“Tunnel” depicts the BMW Vision EfficientDynamics Concept Vehicle driving through a dark tunnel, and you are shown glimpses of vehicles in BMW’s product line-up as it darts in and out of shadows. The Vision EfficientDynamics Concept is a diesel-electric 2+2 sports car using a 1.5 litre inline-3 mated to two electric motors, one each on the front and rear axle. Enjoy the video shown after the jump!
VIDEO: BMW – The Story of Joy – Tunnel