Sometimes brands and their agencies ‘over’-think their ad campaigns, to such an extent that all the audience can see is the video rather than…
We’ve probably all used the saying, “Great Minds Think Alike”, at some point in our lives and the same impression of déjà vu can sometimes apply with advertising campaigns too. But I bet Hyundai are wishing they’d been a little more ambitious with their recent video for the Genesis Coupe.
I can’t decide what to be more impressed by, the predictable trajectory of golfer Jake Shepherd’s swing, or former Formula 1 driver David Coulthard’s ability to spot the ball while driving at 120 mph in the Mercedes-Benz SLS AMG Roadster.
A lot of people ‘inside’ BMW were unhappy about their brand team ditching ‘The Ultimate Driving Machine’ tagline from the car maker’s ads and replacing it with.. JOY.
That’s like Audi dropping ‘Vorsprung Durch Technik’ and replacing it with ‘Well-built & Reliable’.
Mercedes-Benz are notorious for their somewhat awkward product placements featuring Nico Rosberg, Michael Schumacher and Mika Häkkinen, but sometimes they work – such as in the excellent ‘Sunday Driver’ commercial from Christmas 2010.
Chrysler’s Super Bowl ad became notorious for all the wrong reasons, after it was pulled by YouTube in a move that raised fresh questions over the video sharing platform’s content management controls.
When you look at the latest plethora of Super Bowl ads, what do you see? A bit of fun? Or do they inspire you think about ways in which you can apply the same thinking to your own promotional activities? Hopefully it’s the latter, because there’s much to learn from the patterns being formed.
Toyota Yaris – not the easiest car to promote in a market crowded with standout superminis. Mainstream stalwarts include the Ford Fiesta, Vauxhall Corsa and Volkswagen Polo, whilst even entry-level versions of the Volkswagen Beetle or BMW MINI might feature on the same shopping list as Toyota’s sensible hatchback.
The latest campaign by Honda Spain got me thinking about other examples of Automotive Parkour – the art of entering a car with speed and efficiency. Ideally without breaking anything.
Ever since Jeremy Clarkson tried to destroy a Toyota Hilux on Top Gear (and failed), it’s gained something of a reputation as being unbreakable. Toyota’s marketing people were quick to pick up on the show’s endorsement and have subsequently made it a key theme of their ads.
Proof, if ever it were needed, that the car industry makes the best ads – Hyundai’s new TV spot for the Veloster is the second this year to feature the Grim Reaper and continues the trend started by Mercedes in showing how technology can be used to cheat death.
Volkswagen stole a march on other car makers at this year’s Super Bowl by launching its promotional ads 1 week early – the resulting void filled by their campaign resulted in more than 35 million online views, plus over 100 million TV views during the event.