Joy is a word that means many things, possibly including “the joy of driving”. But in this spot from GSD&M celebrating BMW’s 35th year of Incorporation in the US, all you feel is the intense power of these cars. It all depends on your personal definition of the word joy — which is as subjective as all get-out — so we can’t say this is right or wrong or good or bad. It’s certainly blood-pumping, and as a car-lover it makes us (er, me) want to get out there and joy the shit out of a BMW. Rather, press the accelerator down and leave most of the tire tread behind. “Raar” said the engine. Kudos to GSD&M for redefining joy, at least for me.