Every ad agency loves to do car commercials, and why not? Big bucks and a chance to do some real “creative” that gets national, sometimes international, exposure.
The fact that most car ads are either obvious, pushy or sappy testifies not just to a lack of agency creativity but the typically uninspired taste of management. Once in a while, you get some breakthroughs.
Lately, the theme of family has become a big one in car ads. The classic example is The Force ad (above) for the VW Passat, which went viral after the Super Bowl and had 45,248,798 YouTube views at last count. This is a great ad, which appeals through the age-old use of kids to sell product.
But it’s more than that. The Star Wars theme is reinforced by the family setting, which gives power to the powerless. Most of the family car ads I’ve seen use that kind of device, notably Subaru’s Baby Driver ad, which you’ll see after the break, and others that use animals, like VW’s Polo ad with the singing dog.
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