BMW has a new global marketing campaign. Exciting stuff, right? Well, it's taking an unconventional approach to reminding people what makes the brand special. One of its latest Instagram posts features the front end of a silver car with 1990s styling. The accompanying caption? "BORING."

It's part of a broader campaign called "Made Different. To Feel Different," which BMW launched internationally on October 29. The initiative aims to highlight what sets the German automaker apart from its competitors. BMW describes the campaign as a celebration of its own approach to building cars, with driving pleasure at the heart of the message.

The not-so-mysterious, AI-generated car is certainly an attention-grabber. Its rectangular headlights, separate amber turn signals, and understated grille look distinctly Japanese, evoking the sixth-generation Toyota Carina or the Corolla E100 from the same era. BMW hasn't offered much context alongside this particular image, but the blunt caption is clearly designed to get people talking.

Whether the approach is working is another matter. The Instagram comments aren't exactly glowing, with plenty of users seemingly more interested in questioning the choice of car than discussing BMW's marketing message. Some might argue that posting a car that looks like an ordinary 1990s family sedan and calling it boring is an easy way to provoke reactions.

The campaign's central message is that building a car involves more than simply putting four wheels and an engine together. BMW wants to emphasize the details that create its distinctive driving experience, from engineering and safety to design and customer support.

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