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The Ultimate Driving Machine
BMW · 1975
- Agency
- Ammirati & Puris
- Campaign
- The Ultimate Driving Machine
Analysis
A blue BMW moves along an open road. The large photograph supports a direct claim about the pleasure of driving.
“The ultimate driving machine.”
Benefit positioningMotion photographyDirect headline
Why it worked
The road image puts driving at the center of the offer. The headline defines a premium car by its use and gives the brand a clear promise.
Lesson
Choose a specific benefit that can guide both the headline and the image.