BMW

Visual Description
This is a commercial for the BMW 5 series. The commercial mostly has the car ripping around in the dessert, drifting and throwing up dust. There are two cars in the commercial one of them white and one of them black. In the end of the advertisement they both drift to a stop and make up either the white dot or the black dot in a huge Yin-Yang symbol in the dessert.

Meaning of the Ad
This ad wants to stress all of the features of the new BMW 5 series. The most important one being that the car has a near perfect fifty-fifty weight distribution. Whenever they show the white BMW it's all about luxury and when they show the black it's all about performance. In the end the announcer states that the car has a perfect balance between the two, hence the Yin-Yang.

Target Consumer
This ad targets well off potential car buyers. It is a luxury car and they are definitely aiming for the professional set of all ages. It also does a nice mix of highlighting features that might be traditionally liked by either male or female customers. For instance both enjoy power and pampering.

Product Benefit
The benefit of a BMW is the fact that the car is luxurious. They also have a reputation for being enjoyable and somewhat sporty cars to drive.

Consumer benefit
It seems that the commercial wants to stress balance as a benefit to the consumer. It makes it seem like if you buy this car you're life will be balanced and complete. The commercial might also be saying that if you can afford a BMW certain aspects of your life must already be balanced and that's why you can afford this car. It makes it seem like a symbol of a rich balanced life. Of course BMW comes with an added benefit of status.

Tone & Voice
The tone is very stylish. I love the way this commercial was shot and I watch it every time it comes on even though I have absolutely no interest in the car at all(I have no interest not because the ad is bad, I'm just not their target). The commercial also takes on a sophisticated and professional tone which I believe is reflected in how well the spot was shot.