The other day I was at Resumé’s event about marketing of cars. Here are some key points from my notes:
It’s all VERY conservative. It’s a lot about nice photography (chrome-porn), and what’s worse, some “nice photo of car”-ads were actually considered “good” by some of the people present. I would say that these people could more or less bypass the agency, and just use a production company, but that’s just be me.
Once the Saab “Release Me”-campaign came up, everybody agreed that it was phenomenal. And it is. But really, for a lot of other products it would be generic. That is a good indicator of exactly how conservative car porn… I mean car advertising is.
A personal favorite of mine is another film by the same director, for Toyota.
Brand building, funny, charming and relevant. Why don’t we make more campaigns like that?
This print ad for Skoda was also considered fairly good.
If I understand it correctly it’s supposed to make use of the Trompe l’oeil-effect where two objects of equal size appear to be of different size because of the perspective. The copy reads “Bigger than it appears.” To me that’s just backwards. The picture says “Appears bigger than it is.” which is not a very good selling point. Very strange. I don’t think it works very well.