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Taken with iPhone 5S "The Ultimate Driving Machine" Ever wondered who comes up with these slogans? “ In 1974, the newly appointed sales and marketing executive and former General Motors alumnus Lutz chose the upstart firm of Ammirati & Puris for advertising in US. Martin Puris was the copywriter for the account, he was briefed to showcase three strengths of BMW: driving sensation, handling and power. Puris came up with the idea of, “The Ultimate Driving Machine.”