Auto dealers are a tough crowd. Which is why this campaign (which I worked on) was especially fun to make. We don't pitch creative ideas to marketing directors, or CMOs. Just the Board of Directors at the Northwest Ford Dealers Advertising Association. It's what they call "Tier 2 Automotive" — and the focus is on selling vehicles, not beauty shots. So when there's an opportunity to have some fun, it's a big …
In A New Kia Sportage, You’ll Have the Power to Make More Good
Buying a new vehicle is a big financial decision. People shopping for cars weigh the monthly outlay expected of them, the insurance costs, gas and maintenance costs, and how much the dealer is going to make on the purchase. There's also the emotional buyer and the emotive purchase. People sometimes "fall in love" with a car. They like the way it handles, the way it looks, and the way it makes them feel. Feel Good …
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Before You Drive the New Lexus NX, “Hustle for What Matters”
People can believe in and practice "the hustle" and not be perceived as hustlers. It seems like such a fine line, but in this new commercial from Lexus and Team One, the fine line is made explicit. Let's watch. https://youtu.be/FZbiizaM_C0 According to Lexus, the all-new 2022 NX is a next-generation crossover that prioritizes what matters most to drivers. I wonder, are you ready to “Hustle for What …
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Hyundai Is Out Front in the Fight Against Pediatric Cancer
Some brands are searching for a purpose. Other brands focus on purpose from day one because it's an expression of the company's core values and because it's good for business. Emotion moves people to pay attention, care, and buy. The following short film from Hyundai is packed with raw emotion. https://youtu.be/5xAXnkOvepg Paul Imhoff has been successful at orchestrating integrated marketing campaigns …
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Lexus and AMC Theaters Boosted by Celebrity Endorsements
Influence. Who has it, and how do they use it to help sell products and services? Some brands insist on dipping into the Instagram pool for talent. Others, like Lexus, find their edge in emerging artists, and then seek to re-express this raw aesthetic in pop cultural terms that attach to the brand. https://youtu.be/uY5oeDL1orc In its new marketing campaign, “Emotional Sparks,” Lexus celebrates its commitment to …
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Chevrolet Likes the Idea of Open Roads Into the New Colombia
Colombia is a nation rich in natural beauty and untouched places. Untouched by modern life and untouched by tourists. This is true, in part, due to decades of civil war in the country. Thankfully, on 23 June 2016, the Colombian government and the Revolutionary Armed Forces of Colombia (FARC) rebels signed a historic ceasefire deal. According to a study by Colombia's National Centre for Historical Memory, 220,000 …
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The World’s First Storytelling Machine? No, It’s Just A Car.
Here's a new commercial from Kia that relies on hyperbole. You could say that hyperbole comes with the territory. That it's expected, especially in automotive advertising. Yet, hyperbole does nothing to help build brand value. Because it's a lie. The truth is we've been telling stories since campfires were invented. https://youtu.be/VQW4kEh44Xs I had a highly annoying boss once. Thankfully, he said one …
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Bubba Wallace Is Chasing Checkered Flags In An All New No. 23 Car
NASCAR is back, if not back to normal. A rain-delayed Daytona 500 was held on Sunday with 30,000 fans in attendance. Going into the 2021 NASCAR Cup Series season, one driver's story keeps rising to the top. Bubba Wallace, the 27-year-old driver behind the wheel of a new No. 23 car that is owned by fellow Cup driver Denny Hamlin and NBA legend Michael Jordan. https://youtu.be/wI_QIPRkBBs Jordan called …
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On Super Bowl Sunday, Jeep Drives Into a Joe Biden Commercial
Non-lyrical tones presented over white Christian iconography in the middle of a cold Kansas winter. Now, that'll bring Americans together. https://youtu.be/D2XYH-IEvhI The spot is contrived and doesn't even attempt to place Jeep in the solution. “It’s a bit downbeat, it’s very quiet, it’s a prayer,” said Olivier Francois, global chief marketing officer at Stellantis NV, parent company of the Jeep and …
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A Laptop, An Electric Vehicle, A Beer, and A Sandwich Walk Into A Bar…
The Super Bowl is this coming Sunday. Before the gridiron contest commences, we have a parade of brands competing to be heard. In order to earn attention, many of the brands in question have invested $10M or more in media placements, production, and ideas. Dell, for instance, will be showcasing its redesigned XPS personal computer on Sunday. https://youtu.be/0Criw6ObLZ8 Dell's new work challenges the …
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In Gen E’s Idyllic Future, Drivers Will “Emit Optimism, Not Exhaust”
There's Gen X, Gen Y, and Gen Z. Now, General Motors is proposing another new generation—one based not on age, but on a personal preference for electricity over gasoline. GM calls this new generation, Gen E and posits that this generation is plugged into something the rest of us are not. https://youtu.be/nJf5Woythmk The commercial itself is plugged in to something that many of us are not. Let me ask you a …
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Find Yourself A City To Plug In
"Did I forget to mention - Forget to mention Memphis Home of Elvis and the ancient Greeks Do I smell - I smell home cooking It's only the river - it's only the river" -David Byrne One of the biggest barriers to buying an electric vehicle is the idea that there are not enough charging points. The new Chevrolet Bolt EV overcomes this objection because it doesn't require a special charging station. In this new …
