The replace-emotional-fuzzy-reason-for-buying-luxury-item-with-technical-functional-benefit thing is as timeless as the ego and the id. With that in mind, I thought BMW's decidedly more emotionally slanted campaign was an honest and timely departure.
If you want more joy, check out my colleague Ingrid Fetell's great blog on emotional, joyful design here:
http://aestheticsofjoy.com/
