BMW attempts to make things merry, bright, and fast in its “Santa’s Other Workshop” video card, but all this ad gives is the smell of burnt rubber.
Mercedes-Benz has its automobile reindeer. Lexus has its giant car bow. Chevrolet has Santa Claus: car salesman. Now, BMW has its…festive tire tracks?
Holiday car commercials seem to be running short on ideas these days. BMW is even struggling to come up with something memorable in it newest Christmas ad “Santa’s Other Workshop.”
“Santa’s Other Workshop”: Were All the Good Ideas Already Taken?
Released in conjunction with two other “video holiday cards” meant to promote the #BMWHappierHolidays hashtag and holiday sale, the new “Santa’s Other Workshop” spot fails to stir any holiday spirit.
The premise of the 30-second ad is that Santa drives a red BMW M6 Coupe around a closed race course.
His speedy, energetic driving leaves behind a trail of tire tracks over white track strips.
At the end, Santa steps out and picks up a Christmas card with tire tracks and the BMW logo on it.
The ad has some nifty camera angles and quick cuts, but the tone–as well as the idea–just doesn’t work.
We never see Santa’s face, which in some situations could be clever, but it’s creepy when he’s driving like a maniac. It doesn’t make sense that the tire tracks are in front of the car rather than behind. The roar of the engine and screech of the tires drown out the holiday music. Two-thirds of the 30-second ad is just text (including the BMW logo and slogan).
Plus, who wants a Christmas card with tire tracks all over it from Santa Claus? Seems a bit ostentatious to send out cards with your $100,000 car’s logo on it after grinding dirt into it.
But, maybe this is just the reaction of an old Grinch. Watch “Santa’s Other Workshop” for yourself and see if it feels like Christmas to you.