BMW's Pioneering Auto Designer Reflects on Half a Century of Innovation and Artistry within the Auto Industry
50 years of BMW's 'Ultimate Driving Machine' celebrated with a generous donation
The iconic phrase, "The Ultimate Driving Machine," has been synonymous with BMW for half a century. What started as a marketing genius by Ammirati & Puris, led by none other than Martin Puris, continues to drive the BMW brand to this day. Puris is celebrating BMW's anniversary by giving away the entire Ammirati & Puris catalog to St. John’s University.
The University will make the catalog available to its students, researchers, and other institutions. An online exhibit and digital collection will showcase Ammirati & Puris' legendary campaigns not only for BMW but also for names like Club Med, UPS, and more. The online exhibit will be permanent, accessible to everyone.
The "Ultimate Driving Machine" slogan revolutionized BMW’s branding, a smart move that clearly distinguished BMW from its competitors by emphasizing the exhilarating driving experience rather than just the car's technical prowess. This catchy ad campaign has played a crucial role in building BMW's reputation as the go-to brand for enthusiasts who seek precision and performance.
Martin Puris, a trailblazer in advertising and co-founder of Ammirati & Puris, took partnership with Ralph Ammirati to craft this unforgettable campaign for BMW. The agency’s work set a precedent in automotive advertising, raising the bar for luxury vehicle positioning in the American market.
While we're sad that no solid documentation about the catalog's donation to St. John's University has been found, one can only imagine the impact such a donation would have on educating future generations about advertising history and the art of extraordinary campaign development. Stay tuned for more exciting updates on this extraordinary donation.
The donation of Ammirati & Puris' catalog, which includes their groundbreaking work for BMW, could inspire new generations in the fields of finance, automotive, and transportation industries, enriching their understanding of advertising history and campaign development.
The comprehensive digital collection, containing their renowned campaigns for BMW and other clients like Club Med and UPS, might stimulate creative thinking in the advertising industry, potentially leading to innovative approaches in the automotive sector.
