The Joy marketing campaign continues with a new episode, BMW Physics Lesson. The latest iteration in this highly controversial campaign, focuses again on the two keywords we’ve been hearing over and over: Efficiency and Dynamics.

Ever since its inception, the EfficientDynamics slogan, branding if you want to call it, has focused on demonstrating the consumers that dynamics and performance can and will be associated with reduced fuel consumption.

Moving away from the large, high-rev, but not so fuel friendly engines, BMW wants to maintain its premium luxury icon and the image of a performance brand, a driver’s car that has been around for generations.

Let’s have a look at this latest episode.