1985 · Automotive

BMW

Who's Going to Work?

This mid-1980s BMW ad frames the daily commute as a temptation rather than a chore, with the 'Who's going to work?' line inviting the driver to choose the long, enjoyable route over the direct one. Instead of showing speed, it dramatizes the moment of decision, positioning the car as a reason to want the drive itself. The approach sells driving pleasure by appealing to the reader's own reluctance to behave responsibly.

Category

Automotive

Decade

1980s

Period

Driver desire

Origin

BMW 3 Series print advertisement crop from the seed board

Format

Vertical print