The Nürburgring Experience

Nothing gets my attention faster than the sound of a high performance engine. If I had to vote with my eyes closed, I'd say the best commercial on air right now is the spot for the new BMW X5.

The first time I heard it, I came rushing in from the other room to see what was causing this great symphony of piston firing heaven. Coupled with the great audio, the vision on the screen was even better. No car in sight (unless you count the weak slow ones being passed). Just the unobstructed view from the driver's seat, while the car banks hairpin turns and hums along at a neckbreaking speed. Good morning, German engineering.

At the end of the commercial, seven people pop out of the SAV as if it were just a casual drive up to the local coffeehouse. The message: fast, sleek, roomy - on yeah, and safe too.

To a lead foot like myself, this brief commercial epitomizes sheer driving pleasure. This is what BWM is all about, folks. It's great branding if you ask me. The spot was filmed at daybreak on Nürburgring, one of the most difficult racetracks in the world. And its simplicity is worthy of note. No music. No models. No pitchman stating the obvious. Just a good look at the experience of driving the ultimate driving machine on the ultimate course. Watch it and see if you don't feel like buying a one way ticket to Germany yourself.