BMW 3 Series commercial

There is a new BMW TV commercial appearing in the US about unexpected consumer behaviour around the BMW 3 Series (see below). It goes something like this: The people at BMW didn’t expect people to customise their cars by painting them, for consumers to create a ‘cult’ around the 3 Series, or for people to act in some of the other ways they do. Of course, marketers, advertisers and so on do not determine consumers’ practices, even if they would like to (but, conversely, neither do consumers exist in a vacuum). So, in reflection, isn’t the BMW advertiser stating the bleeding obvious? Of course BMW didn’t expect people to do these things. People will nearly always behave in unexpected ways, you can’t foresee everything, and you can’t determine people’s behaviour. But by creating this commercial and by highlighting the unexpected practices of people around the BMW 3 series, the BMW advertiser uses these practices to promote the 3 series. It's "Hey look what a great product the 3 series is because people have been doing these unexpected things". In effect, the BMW advertiser cleverly (though perhaps perniciously) links people’s practices to the brand. It's "Look, you can do this with a BMW car; through this car (because it is a BMW) you have the capacity to create the unexpected".