Are you serious? Those ads do nothing for me.
To me, a car ad talking about features and benefits is the problem. Thats where all those driving on beach with "220 hp, ABS, fuel injected..." voiceover ads come from.
And close cousin to the car dealership ads with some budget car driving around and a "low 4.9 APR, with $100 cash back on a new 0.5L Dodge Neon with power windows.." voiceover.
In my opinion, the BMW ads you speak about
"BMW is great" without really emphasizing why or what really makes a BMW a BMW. It like they ASSUMED that BMW's image has already been communicated to the mass public and they are just here to keep the adv presence on the media
are really all about great branding. Half of the success of the BMW and other luxury brands is the cache that they present, and aura that they have making them feel special.
A BMW owner or someone in the market for a BMW will likely know what makes the car special. For those just below the $ line in looking at one, keeping the mystery adds to the brand image, and makes some excitement to reach for/attain in the future.
And acting as though the brand image is "assured" is not a bad strategy either. If you can look and present yourself like the winner, its that much easier to take that position. People easily follow assumptions and suggestions as they dont want to feel out of the loop.
If you have to explain why a BMW is a BMW in features, specs, etc. you are playing the wrong game and comparing in purely quantitative terms. This is one things that Asian luxury cars (and US cars) dont/have not understood in comparison to Euro cars. A Lexus may have more gizmos and features than a BMW, but its still a Toyota.
And really, you are telling me the rocket car commercial doesnt communicate a pretty clear "fast" message to you in a new, creative way?