Car advertising gets edgyIvan | Sun, 2004-09-26 20:21
Traditionally car manufacturers were the most boring clients. Most of the ads were conservative. Cars nicely dispayed with some blurb beside - ad is done. But, nowadays there are so many great cars, that that companies turn to marketing as the last resort to stand out from the crowd.
Cadillac's TV ads are very cool. But Audi has outdone them with their somewhat similar, but still innovative viral video to promote their new Audi A3 sportback. Why innovative? I don't want to spoil it for you. ;) It breaks boundaries and makes the ad very personal.
However an other press ad from BMW shows that being edgy can be dangerous. By talking to your primary target group in their language you are taking a risk. Even if you are successful it might alienate certain people. In this ad the headline reads: 'How do you become the "best daddy in the world"? - Just impress his friends'.
Does that really makes you the best daddy? I think this ad is socially irresponsible, because it suggests that you can buy your sons feelings with a fancy car and all that matters is what car they arrive to school. I think kids wear uniforms in school to try to minimize such materialistic approach. Many parents are trying to teach the opposite of what BMW is suggesting. This ad certainly makes me uncomfortable, unlike this socially responsible piece of communication. BMW lost me, but I'm sure it won others. Are you one of them?
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