In the advertisement for the 'All-new' BMW Z4 Roadster in today's Times of India, Mumbai, the word 'Joy' spelled with a capital 'J' appears eight times. And though there was a time when BMW ads had a lot of words in them, this ad is not one of them.
I can picture two things:
Clients who are pleased as punch with their own product. (Understandable.)
The Joy on the clients' faces as the writer read out the copy to them.