Kirshenbaum Bond (New York)

This new commercial for BMW called "Practice makes perfect" is from the campaign "Joy Of BMW". Kirshenbaum Bond Senecal + Partners, New York, USA was the advertising agency that was responsible for the creation of this spot. This ad shows the excitement and adventure some BMW drivers feel from being an owner of this amazing car. The BMW owners literally try to find ways to literally jump into their cars because according to the tag line, "Joy Never Misses". The creative director for this commercial was John Boiler, who actually spent 11 years working for Wieden + Kennedy and was a co-founder of Wieden + Kennedy Amsterdam. With such an experienced man in the picture as the CD, you would think that a commercial for luxury car company BMW would have been a little better. I found the tag line "Joy never misses" to be quite confusing...is it trying to say that if you buy a BMW you can jump through it easier than if you own a Honda? Also, the TV spot does not make the car look glamourous and luxurious; this ad makes BMW seems cheap and for recreational use, rather than spotlighting its unbelievable engineering and beauty.