Rev. Brian J. Shanley, O.P. President | St. John's University website

Ralph Ammirati and Martin Puris, renowned figures in the advertising industry, have generously donated their professional catalog to St. John's University. One of their most iconic campaigns, BMW's "The Ultimate Driving Machine" tagline, recently celebrated its 50th anniversary. We had the privilege of speaking with Martin Puris to gain insights into what made this tagline enduring and how young people can seize their own opportunities in the advertising field.

Puris revealed that the longevity and power of the "The Ultimate Driving Machine" tagline stemmed from a deep understanding of BMW's essence. In 1974, instead of simply engaging with the marketing team, Puris and his colleagues took the time to connect with BMW's engineers, immersing themselves in the company's culture and aspirations. This approach set them apart from other agencies in the initial competition who failed to grasp the unique appeal of BMW. Puris emphasized, "The words have endured to this day because they still tell the story of who BMW is. The cars look different, but the ethos and the culture that produces them are still the same."

When asked about the qualities and skills necessary for success in advertising, Puris highlighted the once-in-a-generation opportunity that awaits young professionals entering the field. He reflected on the transformative period in advertising during the 1960s when Bill Bernbach and his partners revolutionized the industry with Doyle Dane and Bernbach (DDB). Their groundbreaking work, characterized by big ideas, wit, and success, ushered in what is now known as advertising's Golden Age. Puris urged aspiring advertisers to study the work of this era, understanding the essence of what made it famous. He emphasized that the current advertising landscape is ripe for change, with billions of dollars wasted on dull and uninspiring campaigns. Puris concluded, "This is your once-in-a-generation opportunity."

As we celebrate the 50th anniversary of BMW's "The Ultimate Driving Machine" tagline, Martin Puris's insights shed light on the enduring power of a well-crafted message rooted in an understanding of a brand's essence. Additionally, his call for young professionals to seize the opportunity to revolutionize the advertising industry echoes the sentiment of a bygone era when bold ideas and creativity reigned supreme.