We have come a long way from sexy women draped over bonnets to sell cars, after all we are now moving into electric car sales. Aspiration is the key to advertising and the development of car advertising on TV mirrors TV advertising itself coming of age.
From the early days in 50s and 60s, the car adverts were aimed at the breadwinner – the man and his faithful wife. Ads duly and dully explained the special features and showed off the sleek designs. Celebrities were used too, but still the ads were unexciting to our modern eyes. However, sometimes even then they acknowledged women had some say in the choice and s8x sells even in a straight–laced era.
In the 70s and 80s, subtlety and sophistication went out the window. Men wanted fast cars, beautiful women and off road adventure, but the battle of the se8es had started. In the 90s it was finally OK and possibly cool to have family fun together and sunny, happy families ads reflected this. For the last 10 or so years, subtlety, cleverness and a wry sense of humour has crept into car ads, whether you drive a Honda or a Colt, advertising geniuses are making car adverts far more enjoyable regardless of whether you need a new car of not.
Here are 10 awesome car adverts – some are aspirational, some are inspirational and some are just plain funny:
This Peugeot ad set in India has been around for a few years now, but echoes many young men around the world tinkering away on their bits of junk, ahem sorry I mean their classic motors.
Sometimes ads tap into what’s hot or popular at the time. Citroen did several variations on the transformers theme.
Advertisers have always used association to market their products, but where it gets clever is when they have sexed something up or redefined its association. The chaps in the Honda problem playground may be geeks, but what they do is pretty cool.
Cute kids sell cars – who would have thought? With roller skating and dancing babies taking over the internet, Hyundai had a precursor in this ad.
Sometimes you don’t even need a car in the commercial to get what it’s all about as this VW Beetle teaser shows.
There have been several ads in recent times where car parts have featured – they have been turned into musical instruments or created elaborate domino type effects across a floor. Here’s a pair of ads from Skoda that play off two different cars being assembled. First my favourite things.
Then for its meaner cousin– each car has its own brand within a brand.
For a real beast of a car, try this Mercedes.
And then we are back to s8x.
One of my recent favourites has to be the 2011 Superbowl VW Passatt advert, with a mini Darth Vader. It’s official – cute kids sell cars.