Jack Kerouac's On the Road in BMW Ad

I find something about this ad deeply troubling. Jack Kerouac's On the Road employed as the text for a BMW ad.

On the Road still feels like an outsider's book about drug use, rejection of middle-class life and rebellion at complacency. BMW is the striver's car. The wheels of the establishment. The standard selection for the middle manager with a new promotion.

So this ad feels like reinvention without license. An attempt to borrow the cachet and credibility of Kerouac by a symbol of the life her sought to break. Odd and surreal to see if come to life with some fine execution.