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BMW Vision iNext Ad Plays Out Like Perfume Marketing, Says What Others Won’t Say

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BMW Vision iNext ad gets people talking with the promise of in-car trysts 104 photos
Photo: BMW
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Almost one year ago, research highlighted what we’d all been thinking: with autonomous vehicles, in-car sex would become a common occurrence, even when the cars were in motion. BMW is here to get literal and say what other carmakers wouldn’t say in their ads for AVs.
Available at the bottom of the page is a fresh look at the upcoming BMW Vision iNext, which will supposedly bring Level 4 autonomy by 2021. It plays out like a perfume ad with its glossy, glam feel and fast cuts, but especially with the suggestion that this is, at the end of the day, a product that will get you laid.

Of course, the ad doesn’t show this, but it doesn’t even have to. It starts off with images of a man and woman kissing passionately at a nightclub or some fancy party, which they then take to the backseat of the iNext. It’s shown then rolling at high speed, while a police car zooms past it. You might be tempted to think the 2 lovers are about to be pulled over, but you’re wrong. The cruiser moves on, full speed ahead, because the iNext is self-driving.

And apparently, the iNext is so safe that you can ride in the backseat without a seatbelt on.

“A space where everything can be done with ease. The BMW Vision iNEXT. #BMWi,” BMW says in the caption of the video. The ad itself comes with the tagline, “New moments of joy. The future of mobility. BMW autonomous driving.” There is no mistaking that BMW aims to equate – at least in this ad – autonomous driving with in-car sex.

The ad has already gone viral, prompting mixed reactions. While many praise the German carmaker for saying what other carmakers wouldn’t say because they’re too PC (though Elon Musk never shied away from controversy on the grounds of being political correct and he actually said it earlier this year), others are outraged that BMW would use the perfume ad aesthetic and the promise sex to sell the iNext.

Then again, getting more people talking about your product is what marketing is all about. Depending on who you ask, this iNext ad is either the dumbest or the smartest ad to ever air.

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About the author: Elena Gorgan
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Elena has been writing for a living since 2006 and, as a journalist, she has put her double major in English and Spanish to good use. She covers automotive and mobility topics like cars and bicycles, and she always knows the shows worth watching on Netflix and friends.
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