Video: BMW Over a Ferrari? Bavarians Have Lots of Chutzpah

September 24, 2010

To be successful in life, you need to have courage, or in some cases, you need what some call intestinal fortitude, or also referred to as nerves. Some would even say “chutzpah” and I think in the case of this ad, it about sums it up.

Choosing a BMW over a Ferrari is the theme of today’s lecture. Let’s discuss.

BMW is really at the top of its game now globally, selling cars in nearly every category, making Euros hand over fist and pretty much laying claim to the title of the world’s biggest luxury maker. How did they do this? Not just with excellent products and masterful execution. They did it with nicely underplayed Bavarian attitude. And it has led to this ad, which really says, “we're the cream of the crop and can run with anybody -- even Ferrari.”

Them’s fightin' words. But there is a point to the ad. First of all it’s in Dutch, but there are English subtitles, so you can read along. So fear not, my monolingual friends. Second, when you watch this ad, you sort of wonder where it’s all going, right to the very end. You're lulled into thinking it’s some sort of homage to Ferrari, which in a way it is.

But it’s the punchline that really has a punch. This erstwhile Ferrari mechanic, busy extolling the virtues of the music of a Ferrari, doesn’t drive one. He freely chooses to drive a BMW, with the message being, "there is music in this BMW too" -- so much so, it’s his daily driver.

OK, we can skip the details about whether a Ferrari is really a daily driver and whether this guy can actually afford to buy a Ferrari (new or used), although he seems to be able to afford a swish BMW 5-Series wagon, not an inexpensive family hauler to say the least.

All the same, it’s a good ad and it shows BMW just isn’t afraid of any manufacturer these days.



[Adforum]

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