New BMW Commercials Highlight ‘Ultimate Service’

New BMW Commercials Highlight ‘Ultimate Service’
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Luxury cars are expensive to maintain, but a little-advertised program called “Ultimate Service” takes care of that for folks who buy a new BMW.

The program isn’t anything new, but there hasn’t been a whole lot of publicity surrounding what would probably be a big plus to many buyers — the idea of having all maintenance covered for four years after purchase. That’s about to change, though, as the brand gears up to launch a new line of commercials that advertise the service.

Other recent ads for the brand have focused more on the “Ultimate Driving Experience” that BMW is so proud to brand, but that’s left room for other automakers to swoop in with snarky spots.

The two videos you’ll find below feature a man and woman, both receiving their BMW after it’s been serviced. The technician says there’s no cost for the repairs, which the woman takes as an advance and the man tries to bribe with sports tickets.

So why the shift from silly to serious? It’s no secret that Audi and Mercedes-Benz have been gunning for BMW’s spot as the top luxury brand. Aside from the ads, it seems the company is trying to generate as much buzz as possible for itself.

Aside from the new ad direction, BMW is also sponsoring the 2012 Summer Olympics, which will showcase a host of green technologies. If all goes as planned, this year could position the brand to keep the coveted top spot.

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