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Top 5 Campaign
Automotive · November 2026
Made Different. To Feel Different
Sunday 1st November, 2026
BMW used an AI-generated car with the look of a 1990s family sedan and captioned it “BORING” as part of its global “Made Different. To Feel Different” campaign. The deliberately provocative image contrasts everyday motoring with BMW’s promise of distinctive design and driving pleasure, and gives people a reason to debate the brand’s point of view.
Why it worked: It weaponised an AI-generated, debadged “generic 90s sedan” as a visual foil, sparking controversy, brand rivalry subtext, and instant debate.
The lesson: Consider creating a provocative, debadged “generic” version of your category via AI, then contrast it bluntly with your brand’s differentiator.
BMW
3 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| bimmertoday.de | Made Different. To Feel Different. Neue globale BMW-Markenkampagne | Sunday 1st November, 2026 |
| motor1.com | BMW Uses A Toyota-Looking 1990s AI Car To Call Out 'Boring' Cars | Tuesday 3rd November, 2026 |
| autoevolution.com | BMW's AI Slop Punches Down at Toyota, Calls an Old Corolla "Boring" for No Reason - autoevolution | Tuesday 3rd November, 2026 |