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The Olympic Games in Paris provide an ideal setting, programming-wise, for brands to explore their own heroic journeys and present powerful narratives to a large and attentive audience. Two car companies—Subaru and Hyundai—have chosen to follow this path and the results are notable. Subaru reminds us that "Love begins with trust," and Hyundai reminds us that "It's okay" to say no to the grinding routine of …
Continue Reading about More of This Please: Love of Dogs and the Pure Joy of Play →
To launch Hyundai’s all-electric, high-performance IONIQ 5 N, Hyundai Motor Europe and Innocean set a unique challenge for the car: beat the winter blues in one of Europe’s darkest cities. IONIQ 5 N is not a traditional car; it’s an everyday sportscar with racetrack capabilities and features such as N Drift Optimizer and N Grin Boost, which allow for peak performance and driving pleasure at the touch of a …
Continue Reading about Need to Improve Your Mood? Drive the New IONIQ 5 N from Hyundai →
Supertramp, Grand Funk Railroad, Heart, and Chicago. These legendary bands from the 1970s are now providing consumer brands with one anthemic soundtrack followed by the next. https://youtu.be/IY4x85zqoJM?si=qGHjiYRgU0Ew0MmE https://youtu.be/QfQK6AcJxI8?si=KQ1d2eBD3fRPvyql https://youtu.be/HATSZnryr4w?si=UUlFphPJRmpETETz https://youtu.be/9uvgEymGQFc?si=_tFda2H0yq_fRqeJ I have some questions. Like, why …
Continue Reading about Super Sweet Sounds of the ’70s Used to Sell More Stuff →
American workers are tired and tired of being overlooked while struggling to make ends meet. Meanwhile, corporate profits are soaring to unheard-of heights. According to the Economic Policy Institute, profits at Ford, General Motors, and Stellantis almost doubled between 2013 and 2022, totaling $250 billion. Is that money trickling down to the workers in the automotive plants? Not exactly. Over the past four …
Continue Reading about United Auto Workers Is Battling the Culture of “Corporate Greed” →
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 …
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 …
Continue Reading about In A New Kia Sportage, You’ll Have the Power to Make More Good →
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 …
Continue Reading about Before You Drive the New Lexus NX, “Hustle for What Matters” →
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 …
Continue Reading about Hyundai Is Out Front in the Fight Against Pediatric Cancer →
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