Car advertising was once the benchmark for all that was good in our industry.
Decades of brilliant creative work for the likes of VW, Volvo, BMW, Porsche, and others had established a gold standard that everyone sought to uphold and emulate.
Not any more.
This is what passes for automotive advertising today.
Conceptually, it’s dead on arrival.
But, let’s face it, it’s the dialogue that really challenges the will to live here.
If you can bear it, here it is in full:
Do your thing
Flee that nest
Find your inspiration
Seize that moment
Spread your wings
If someone told me that an AI algorithm had spat out this dross after ingesting a billion glib car clichés, I frankly wouldn’t be surprised. Nor was I surprised to learn that the same copy had been used on almost identical spots for the CX-3, 6 and 9. Four ads for the price of one. Result!
Contrast this lazy thinking with work for the same brand from Gold Greenlees Trott in the 1980s.
Tough, no-nonsense reasons to buy augmented by an arresting visual.
Would that today’s stuff was as well put together.
So what happened? How did this sorry state of affairs come to pass? And, more to the point, how can we get back to doing great work for, let’s face it, great brands?
As a refresher, and entirely chosen at random, here are more examples from a time when joined-up thinking and smart ideas were the norms.
Each one is built on a single-minded thought.
Each one demands our attention.
Each one communicates persuasively with economy, wit, and confidence.
And, of course, each one has a look, an attitude and a personality that’s theirs and theirs alone – you’d be hard-pressed to mistake a VW ad for a Volvo or Citroen for a Porsche.
These ads built on one another. They accumulated value and incrementally raised expectations and properties around the brand over time. Today’s ads do none of these things. Bereft of any conceptual merit or sense of longevity, they merely piss away a tidy budget down a hole of invisibility.
Where the responsibility lies for the whole Mazda CX-5 debacle is anyone’s guess. Who knows, maybe everyone’s chuffed with it, and sales are through the roof.
Somehow I doubt it.
The whole thing smacks of a subjugated creative team. Of countless valiant attempts to get better work approved to no avail. Just one look at the script tells you it was micro-mandated by committee and crippled by fear.
Yes, never forget fear.
Fear of being different.
Fear of standing out.
Fear of being provocative.
There’s absolutely no reason why today’s car ads shouldn’t be as good as those of yesteryear. The creative talent is out there. It’s ready, willing and more than able. But for it to shine, we first need to rid ourselves of all the managers, planners, researchers, experience gurus, cultural anthropologists, and other schmucks who get in the way.
Throw them in the back seat and tell ‘em to be quiet. Give the keys back to the creatives, turn off the GPS, and let them take us places we’ve never been before. Down roads unfamiliar and avenues unusual. The further off the beaten track the better.
The work will improve, brands will be built, and sales will rise.
But best of all:
Car advertising will be back.