BMW continue with their hostile "OK Boomer" marketing angle, despite criticism...

Gaygle said:
I agree entirely. Instead of trying to belittle the previous generations in some weird human talking car rubbish, they should be focussing on the evolution of the cars and what they can achieve now that they couldn't before due to technological advancement - in a positive way, rather than their negative way. The whole advert just seemed cringey and annoying.

Their use of the word "boomer" is as divisive as when someone calls someone a "millennial" or "*********" (edit: flakes of snow is a banned word?). In common everyday use, they are both linked to negative characteristics of a persons behaviour - which BMW seem to be trying to play upon. And we all know how people like having their negative behavioural traits pointed out...



They say any exposure is good exposure, but I disagree. If you come away feeling more negative about the brand, all that's happened is that brand have spent millions on an advertising campaign which makes people less likely to buy their products.
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They are focusing on it being electric and assuming that is the problem, but that isnt why people are laughing at this car. Its because it is super ugly.
 
Nasher said:
but that isnt why people are laughing at this car. Its because it is super ugly.
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Remember when we thought BMs were good looking and all those funny Chinese cars were strange? Long time ago now...

I suppose that until BMW make a cheap PCP friendly 1 series sized electric car then the majority of their customers are going to be 'bo-omers', especially any one with such little self esteem that they will buy a car deliberately marketed by insulting them.
 
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gailjon said:
I suppose that until BMW make a cheap PCP friendly 1 series sized electric car then the majority of their customers are going to be 'bo-omers', especially any one with such little self esteem that they will buy a car deliberately marketed by insulting them.
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I think people are quick to forget 'boomers' are all late 50s to early 70s by now and whilst i'm sure they make up a sizeable chunk of BMWs current customers, Gen X (40s to early 50s) and Millennials (mid 20s to late 30s) are where their new business is going to be coming from in the near(ish) future.
 
I've changed my mind over this - well done BMW trolling those tasteless people with more money than sense making them publicly wear such a humiliating looking vehicle.

A brilliant variation on the emperor's new clothes.
 
Kenai said:
Gen X (40s to early 50s) and Millennials (mid 20s to late 30s) are where their new business is going to be coming from in the near(ish) future.
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So, the same demographic that is sat here saying the cars all look like ass, and the marketing campaign is terrible and alienating? I'm not a "Boomer", I'm technically a "Millennial" (though I seriously don't relate to that at all) and I think this marketing campaign is awful.
 
Hmmm, I assume that I'd be in their target market (early 40s, income level able to afford a new BMW, need a larger family car etc) but that advert is a real turn off.

On top of the fugly car design!
 
paradigm said:
So, the same demographic that is sat here saying the cars all look like ass, and the marketing campaign is terrible and alienating? I'm not a "Boomer", I'm technically a "Millennial" (though I seriously don't relate to that at all) and I think this marketing campaign is awful.
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I wasn't making the point that it's a good campaign, I think whichever point of view you're from it's becoming increasingly cringeworthy and awkward, as these sort of campaigns often do when a company decides they need to be more 'youthful'. The point I was making was that actually, whilst they could be considered to be insulting 'boomers', the market they need to build (which they're not doing very well, I agree) is Gen X and Millennials, so I can see how they've arrived at the idea that 'lol boomers' might have worked. I don't think they're directly insulting the majority of their customer base, though again, that doesn't mean I think they're doing a great job of what they are trying.
 
Its not just their older target base they are putting off with this though, I'm 25, and if I had the money for a new BMW it would put me off too. I still feel like I'm being insulted, for being a car enthusiast.

"I have 12 cylinders!"
"OK Grandad, whatever, gosh, I have RGB lighting, nerr"

Shove off... That 760Li, despite its flaws, is a proper car. If I had the gall to dive into such a horrible moneypit (even I have to draw the line somewhere) I'd love to drive one around! That beavermobile though, good lord no. :p
 
Acme said:
Its not just their older target base they are putting off with this though, I'm 25, and if I had the money for a new BMW it would put me off too. I still feel like I'm being insulted, for being a car enthusiast.

"I have 12 cylinders!"
"OK Grandad, whatever, gosh, I have RGB lighting, nerr"

Shove off... That 760Li, despite its flaws, is a proper car. If I had the gall to dive into such a horrible moneypit (even I have to draw the line somewhere) I'd love to drive one around! That beavermobile though, good lord no. :p
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I think you SHOULD get an old 7’er, I think it’d suit your lust for large engines, waft, and DIY.
 
It's still an American add, probably need to ask american what they think - Boomer is a more insulting in the usa and barely used on its own in the uk,

Disney's cars it what come to mind, there must be a near identical conversation with the old timer, who eventually wins through against the upstart(reliability probably)
Mocking of the common advertising lingua-franca too, shows its light-hearted.

in contrast the merc add , gratuitously connect the blood line .. even if the childs not so pretty.
Enjoy electric. With the All-New EQC
 
paradigm said:
I think you SHOULD get an old 7’er, I think it’d suit your lust for large engines, waft, and DIY.
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I'll stick to Lexus' for that, they tend not to break anywhere near as often or catastrophically. :p

Joe T said:
He could be the UK version of Tavarish if he moves to newer, more expensive vehicles! :D
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I'd need money first. Also I can't stand the bloke. :p
 
I don't think "boomers" generally get offended by things like this, that's more of a problem for the younger generations.

Those are some seriously ugly cars though!
 
jpaul said:
It's still an American add, probably need to ask american what they think - Boomer is a more insulting in the usa and barely used on its own in the uk,

Disney's cars it what come to mind, there must be a near identical conversation with the old timer, who eventually wins through against the upstart(reliability probably)
Mocking of the common advertising lingua-franca too, shows its light-hearted.

in contrast the merc add , gratuitously connect the blood line .. even if the childs not so pretty.
Enjoy electric. With the All-New EQC
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I really liked that one. Night and day compared to the BMW one.
 
Kreeeee said:
I don't think "boomers" generally get offended by things like this, that's more of a problem for the younger generations.

Those are some seriously ugly cars though!
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When people say boomers they generally mean baby boomers and generation X.
 
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