BMW. We only make one thing.

BMW was looking to recapture some of the performance high road it had once ruled.

At a time when most automakers are trying to be all things to all people, BMW only wants to be one thing to all people. No matter the shape or size, series or model, gas or electric, BMW only makes one thing so you can feel one thing—pure, unbridled exhilaration. The kind you can only get from the Ultimate Driving Machine.

The work won the $300 million North American BMW business for agency Kirshenbaum Bond Senecal.