BMW rolls out its new advertising campaign emphasing just one emotion - joy. It's an interesting change for a brandowner that has stuck quite rigidly to communicating functional benefits - albeit using emotional cues - in the past. This new campaign puts this single emotion at the heart of the brand.
http://www.bmw.co.uk/bmwuk/about/news/0,,1156___co-181255800,00.html
Tags: BMW joy