One of BMW’s newish commercials starts with one of those new twisty light bulbs and the word Responsibility.
Then we see thousands of the light bulbs in a ceiling, like the bottom of ET’s spaceship, above a couple of white vehicles on a white background (the effect is blinding).

A rubber-faced spokesdude who looks like a young Max Patkin, the old baseball clown, stands between the vehicles and starts talking in fluent gibberish. His message, a sophomoric mini-lecture, is that responsible means green, or vice versa – it’s a little muddled – and BMW is one or the other or both.

What does come across is that the Bavarian Motor Works company is more precious than a kindergarten play with puppies in it.
Apparently, BMW hasn’t heard about the twisty bulbs’ weird light, annoying buzz, migraine-inducing qualities, or that you have to call a HazMat squad if you ever break one because they’re filled with mercury vapor.

Best of all is the preciousness of burning thousands of light bulbs while claiming to be green and responsible.
I’ll bet the trendoid part of their target audience eats it up.

BMWs, for all their undoubted merits, are les autos de choix of trophy wives, guys whose dads own three McDonald’s stores and wannabes up to their eyeballs in debt who, unaware that genuinely wealthy people drive Buicks or Toyotas, think we’ll be impressed by their Beemers.
BMW would do itself a favor by keeping this nonsense buried in (very) tightly targeted direct mail.