Used women are like used cars?
BMW compares nonvirgins to preowned luxury vehicles.
Copyranter alerted us to a print advertisement featuring a beautiful young woman — presumably naked and lying in bed — wearing a come-hither look and a crown of blond curls. In small print scrawled across her bare shoulder, it reads: “You know you’re not the first.” As your eyes drift to the bottom of the advertisement — and the top of her chest — you learn that it’s an advertisement for BMW’s premium selection of used cars. Used cars, used women — get it?! And, finally, there’s BMW’s slogan in the bottom right-hand corner, which takes on a whole new meaning: “Sheer Driving Pleasure.”
Plenty of delightful messages are implied: Used BMWs are like soiled sexpots — dirty but fun to drive. Or: A used BMW won’t tell you to go faster or slower. It lets you drive. Maybe even: Driving a used car doesn’t require protection!
You stay classy, BMW.
Tracy Clark-Flory is a staff writer at Salon. Follow @tracyclarkflory on Twitter. More Tracy Clark-Flory.
