Advertising Agency Grey West, the same ad shop responsible for the Sony Ericsson Open in Miami, reintroduces us to the “Ultimate Driving Machine” slogan through a new 5 Series ad. After the controversial “Joy” campaign, BMW returns to its roots and emphasizes once again the UDM image.

In a 30-second ad, the ad agency showcases the new BMW 5 Series along with….a refueling airplane. The idea behind the marketing gimmick is to show the increased fuel efficiency of the new 5er sedan.

The computer generated ad spot ends with the Boeing KC-135 Stratotanker refueling the driver’s coffee mug rather than the car’s fuel tank. A bit cheesy? Yes. Does it send the message across in an “efficient” way? Sure.

Let’s have a look at the video and welcome back “Ultimate Driving Machine”

[Source: Grey West via Autoblog ]