Writing your car ad - How to sell a car
Lights, Camera, Action What makes a good car advertising.
We all grew up watching some were funny Some were instructive Some were hilarious Some were downright boring and some have allowed us to buy this car Yes, we are talking car ads.
Around the advertising for itself began to slide its way into our rooms before, the ultimate objectives car ads are like any product marketed to publicize the brand and its products, ideally leading to as many sales as possible.
It's been debated for some time that the design of a successful ad is an art or a science, with reality and the answer most things, falling somewhere between the two extremes Over time, techniques marketing developed in collaboration with more sophisticated and educate customers, put to be as creative as possible greater pressure on the car companies and advertising agencies to make their car stand out above the rest.
If we start by looking back thirty years, it is interesting to see how things have changed This offer in 1980 to promote the Metro Austin is fun for its raw and brutal management, with your reaction likely to fall between admiring his strong nationalist values or frown border British manufacturer member of the Triumph xenophobia served this effort in the 1980s to promote his Acclaim If you can get giggles spent serious storytelling and games cheeky words at the end, it is interesting to note how these vintage car ads list very focused on the practical benefits of the car, while the announcements today are more focused on lifestyle and perception associated with a car.
It's almost as if customer expectations have increased to the point where they expect high quality and performance in a car and are now looking for style and how it will make them feel like an influence on their decision potential purchase.
Television ads have helped manufacturers to strengthen their brand values.
To emphasize the image and lifestyle manufacturers want to associate their brand, many have developed straplines to go alongside their BMW cars are the ultimate driving experience and Peugeot The drive of your life followed along a similar vein Audi Vorsprung durch Technik became successful by repeated use since the 1970s, although German friends have told me that translated into English, it does not make logical sense.
As a side note, the Audi strapline was developed for tattooing in the minds of people that Audi was German and eager side car technology, after a period of confusion in which many believed to have been a Audi Ed Italian company TV ads really car featuring Audi and ending with the Vorsprung durch Technik line helped strengthen the image of Audi as one of the best known German brands in the world today.
It is true that many Audi commercials could never be classified as entertaining or witty, but they certainly hit the mark with their 2007 RS6 ad where they compared their high estate car in a bull The car features just in the clip, but the effect and the image of man taming the bull and the RS6 prowling before is a great experience and strengthened the average image of the RS Audi division.
The Peugeot announcement for its 406 with M-People is one of the most memorable car ads of all time.
One way ads become memorable in the minds of consumers, even if the product is not remarkable, is the use of music Music can be weird, catchy, irritating, popular or unknown, but the main key is that it is memorable and synonymous with the car, it is promoting.
One was the marriage between Heather Small singing for M-People and Peugeot 406 for their 1995 announcement ending mentioned above your life strapline drive the most successful examples of the use of music on the face of it, it seemed a bit cheesy to combine a powerful song with an average car, but with the beautiful way the piece was shot, the intelligent use of gray shades and matching dramatic scenes on a par with power from the Small voice, the announcement has become arguably one of the most famous 1990s car ads and many remember to this day.
More recently, there has been a plethora of tie ups between music and automakers artists as artists seeking additional streams income Some ad agencies have tapped into the musical archives with great effect, as shown by this Daddy Cool theme song Vauxhall Zafira GSi for which everything can be questionable given the subject lyrically, Vauxhall will now spring to many people of the mind on hearing the song again the same can be said for their tie with VW for Mint Royale song s in the rain commercial sector.
Citroen has won many fans for his intelligent and entertaining use of CGI for its C4 campaign.
Media communicate effectively with its audience has benefited enormously from the relentless development of technology and the world of car advertising is no different from the C4 Citroën campaign has received universal praise and viral acclaim with their ads dancing robot shown here and here Pairing with both at the French fashion house music producers, using their soundtracks below the latest 3D technology to parody their car like robots, the country has gone through fun, but largely concentrated technology side of the C4, as its ESP directional headlights and features translucent dashboard.
Another famous CGI clip the noughties was the announcement fabulous Dominos Honda using components of its cars, the 2 minutes clip has incredible power to make you sit through to its conclusion, it became a huge success by word of mouth and gave a little coolness factor to a company normally associated to technologically impressive churning, if a little dull cars around the edges.
Ford also won the CGI bandwagon with their cars in a state of weightlessness video to promote their latest Mondeo Featuring Fords of all ages floating around London, the music of subtle atmosphere was the antithesis of the approach high energy Citroën C4, but proved equally effective.
Russ Swift did amazing things with Rover Montego 1988.
When all said and done, however, you can have the most creative 3D images, the more his blistering band, the fastest car in its class, but it seems that without humor injection, a car ad will never be an interlude interesting for your favorite soap.
In 1988, famous stunt driver Russ Swift rocked a Rover Montego all the cars around a parking lot without CGI, naturally showing incredible skill levels to keep the car in the right direction at all times that not only became the speech of the week office water cooler, but also raised the Rover image when one of the cars which also had great handling characteristics Swift thrust into the spotlight and defended his reputation so far see Russ Swift talk to Jeremy Clarkson and the ad itself here.
Another British manufacturer, Vauxhall, recently delved into creating a funny collection of ads with their campaign based around two children who act as parents to promote their Meriva and Zafira models As the children became a game Marmite style love or hate the case, no one can deny the announcement and cars have become strongly anchored in our minds.
The three stars of the largest advertising campaign of the 1990s - Dad, Renault Clio and Nicole.
Perhaps the car ad that most of us will remember best of all must go to the French with their Renault Clio Nicole Papa campaign based around a very simple hook the relationship between a father and daughter Dad Nicole the ads placed these two fun individuals and confusing situations and have been structured so that every 30 seconds piece would always end with Nicole shouting at Dad and vice versa the ridiculous nature of each announcement, easy to remember catchphrase and various tempos regular soundtrack meant these fun tidbits stories stuck in the viewers heads and did wonders for the image of the Clio and selling the most popular version of Papa Nicole series came when British comedians Vic and Bob parodied in the Graduate effect fun Ask anyone today on these ads and they'll probably start using the famous cita tion they t make them like they used to, they do.
BMW has committed a great name for their blockbuster series rentals.
We have highlighted some of the ingredients that go into making a great video and some manufacturers who exploited this to great effect, but we would like your thoughts and opinions on what makes a great video, or more amusing examples that you think we may have missed.
Were you a fan of Thierry Henry campaign Va-Va-Voom ad or graffiti Picasso Citroen Renault Do you prefer ads as an out or as part of a series like Clive Owen BMW led the leasing campaign or Mini Mini Adventure series.
What do you think is the most important element of a memorable car ads Have you ever bought a car because of the strength of a strong advertising campaign Contact and share your experiences.
See more video content and watch on SkiddPlayer SkiddMark soon when we analyze the videos most manufacturers used successfully at the 2010 Geneva Motor Show.
What makes a good car advertising, Actually, good ad.