Tag: ads

By on July 23, 2018

Honda has launched a new media campaign for the Insight, a model that stages its third reappearance for the 2019 model year. The media push frames other hybrids as ugly, boring vehicles you have to settle for in order to gain superior fuel economy. There’s a social media initiative that transforms everyday objects into something more interesting and a television spot where other vehicles mill around while covered in bubble letters that spell out “blah” or “meh,” with horns and engine noises to match.

But the whole ad seems counterintuitive. The Insight ditched its funky wheel coverings after the first generation, which was followed by the loss of the glass-back hatch. Now it’s a pretty normal looking vehicle. You might even mistake it for a miniature Honda Accord.

That’s not an insult; the Accord isn’t a bad looking vehicle, but it also blends in easily with traffic. A large part of that is due to its popularity, but it still calls into question the whole premise of the ad — which serves to portray other hybrids as mundane.  (Read More…)

By on June 16, 2018

2018 Ford Super Duty, Image: Ford

The builder of the world’s best-selling vehicle, which just happens to be a large truck, finds itself in the crosshairs of yet another environmental ad campaign. Like past campaigns against the automaker, the coalition of four leading environmental groups claim Ford’s commitment to the environment pales in comparison to its thirst for profits.

Oh, and Ford Motor Company might as well change the name on its logo to “Trump.”

That’s what readers of The Detroit News and Detroit Free Press read on Saturday morning, after the Sierra Club (which is not a British Ford fan group, to be clear), Greenpeace, Safe Climate Campaign, and Public Citizen ran giant ads in both newspapers slamming the automaker for backing the Trump administration’s planned rollback of fuel economy standards.

Whoa, whoa, whoa, take it easy, Ford responded. (Read More…)

By on April 4, 2018

Mazda’s new “Feel Alive” advertising campaign places consumers as its focal point as the company tries to market itself as an upscale and hip, enthusiast-oriented brand. On Monday, Mazda launched the first commercial — a borderline insulting collection of superficial phrases intended to get you excited about the brand’s new identity.

The spot itself is about as boilerplate new-millennium luxury car commercial as it gets. It opens with a series of attractive actors, all on the cusp of an important moment, as the narrator offers bizarrely simplistic lines of encouragement like “do that thing” and “take that step.” Granted, auto ads became far getting far less chatty about specs during the 1990s. But, over the last decade, too many car spots seem to be copying perfume ads — strange adventures in abstraction that say nothing about the product and cost a fortune to produce. (Read More…)

By on February 4, 2018

It’s time.

The Super Bowl LII automotive commercials are upon us.

I’ll be posting them below the jump, in reverse chronological order from their appearance. Keep refreshing your page to see the latest!

(Read More…)

By on February 2, 2018

The day is upon us. The Big Game. And I’m not talking about my daughter’s basketball game from which I’ll be rushing home.

It’s the Super Bowl of big games — also known as The Super Bowl. The one time per year when marketers shake off the rust and bring out the big guns for 30 seconds of expensive glory.

This year, perhaps slowed by a football matchup between two Northeastern teams, there have been few commercials revealed — at least so far — in the lead-up to the game. As I’ve done in years past, I’ll be live(ish) blogging all of the automotive commercials throughout the game, but below I’ll share, in alphabetical order, the ones that have already made their way to Youtube.

(Read More…)

By on February 1, 2018

kia stinger super bowl ad

While the staff at The Truth About Cars doesn’t decide a vehicle’s worth based on the advertising it’s associated with, we sometimes critique the choices automakers make within the marketing spectrum. Whether it’s Volkswagen’s subtle attempt to convince prospective shoppers to procreate or Aston Martin’s decision to use Tom Brady as its spokesmodel, we’ve got something to say.

Kia recently finished a TV ad, intended to debut during Super Bowl LII, where Aerosmith frontman Steven Tyler hops into Stinger GT and literally turns back time. The spot begins with Tyler donning a racing suit in a trailer that includes a photo of himself (for some reason) before walking out to an abandoned oval track. Waiting for him is aged Formula One champion Emerson Fittipaldi and two Kia Stinger GTs. (Read More…)

By on December 28, 2017

2018 Lincoln Navigator Ad

Ford has been fine-tuning the Lincoln brand for a while now and improving the cars is only half the story. A luxury nameplate needs more than a lineup of quality autos, it needs prestige. Since taking on Matthew McConaughey as its official spokesmodel, Lincoln has witnessed an uptick in sales — growing by 1.6 percent year over year through November 2017 in the United States.

How much of that can be attributed directly to the Oscar-winning actor is up for debate. But you don’t mess with the formula when you start making headway, so Lincoln has decided to press onward with another weird add with him in the driver’s seat of the 2018 Navigator.  (Read More…)

By on September 3, 2017

Subaru Dog Ad

Automotive advertising has always been an amalgamation of information and hype. Carmakers use commercials to inform the public of what makes their model different and new, while simultaneously promising an intangible goodness. Mid-century ads were less specific, reassuring prospective customers of a nondescript better way of life, but modern marketing has become much more focused. If ads are to be believed, buying a car today means purchasing more than just the hardware its comprised of — you’re buying an identity.

I’m reminded of a collection of car commercials from the 1960s that essentially vowed to nerds that, if they bought a specific car, they would be pursued endlessly by attractive women. It was a bold and extremely unsubtle way to kick off the new trend.

We’ve come a long way evolved slightly since then, but the concept of identity-focused advertising is more popular than ever. In fact, Subaru attributes a large portion of its own success to marketing that closely associates the brand with good values, family, lovable mutts, and the great outdoors(Read More…)

By on June 9, 2017

facebook mobile phone, public domain

Facebook isn’t just a hotbed of meaningless virtue signaling, thinly veiled racism, political rants, and overly serious arguments with people you haven’t seen in several years. It’s also a great place for advertisers to spend their money — at least, that’s what the platform wants automobile manufacturers to believe. The social media site is trying to establish closer ties with the industry, and went so far as to send COO Sheryl Sandberg to Detroit to host the first Facebook Automotive Summit in five years.

However, if you’re anything like me, your feed is probably already clogged up with car ads. This morning’s limited browsing yielded placements for Jaguar and Genesis before asking me when I last drove a Hyundai. Facebook thinks it can do more, targeting the subset of its 2 billion users which could benefit automakers the most. While the website has stepped up its game, future ad investments will still suffer from runoff to zero-engagement click farms in countries like India, Egypt, and Brazil.

A large company might deem those losses acceptable, but does it really matter when so few people buy new cars online?  (Read More…)

By on March 27, 2017

Porsche - Kills Bugs Fast

Last week, Jack opined it’s high time a certain American nameplate needs to start leading itself with marketing — brash, notice-it-even-if-you-don’t-want-to marketing — instead of by the short leash provided when one tries engineering their way into the hearts and wallets of American consumers.

Never one to pass up a chance to dive down the rabbit hole of automotive marketing, it didn’t take long for my browser history to be clogged with search terms, finding great car ads I remember from when, as a kid, my grubby little hands would anticipate the arrival of a new car magazine.

(Read More…)

By on March 6, 2017

computer-mouse

The internet is infamous for suspect news stories and it’s becoming increasingly difficult to separate reputable information from propaganda, lies, and sensationalist garbage. Credible outlets take heat as #FakeNews while less stringent journalism continues to gain traction. The automotive industry is no different, especially when it comes to online marketing.

We’ve all been cruising the internet mindlessly and seen a suspicious headline for a new car paired with a blatantly fake image. I remember seeing photoshopped fifth generation Camaros purported to be “The Next Firebird” routinely for about a year before Pontiac finally passed away in 2010. While I knew it was bunk, I clicked anyway and compounded the problem. Sadly, things have not improved in the last few years.

Dealers and manufacturers are trying to figure out a way to ensure their products are better represented in the digital landscape — but they are struggling.  (Read More…)

By on June 9, 2016

Hey, a banner ad!

Over the last few months, the number of comments chiding TTAC’s website performance has grown and grown. Slow page loading times, browser crashes, and comments sucked into the ether seem to be the daily norm.

As Nat King Cole once sang, That Ain’t Right, and I’d like more than anything to fix the issues beleaguering the site and your experience with it.

In order to do that, I need your help.

Let’s Make TTAC Great Again.

(Read More…)

By on April 30, 2016

600

The Chrysler Corporation was riding high again by 1984, but were they riding high when they made this ad?

A turbocharged engine was a brand-new option that year, and the resurgent automaker clearly wanted to celebrate the hot little 2.2-liter by having one abduct a woman and take her to the afterlife. (Read More…)

By on March 29, 2016

Christian Meunier, Image: Nissan

Nissan’s U.S. sales boss delivered some Glengarry Glen Ross-style “motivation” to its ad agencies in order to pump up the brand’s weak messaging via a new campaign.

Christian Meunier, who took control of Nissan’s U.S. sales and marketing in January, dressed down a roomful of agency reps a week into his new job, according to Automotive News (via Ad Age).

(Read More…)

By on February 4, 2015

SuperBowlXLIXLogo

TTAC reader David Obelcz is back with his rundown of the latest crop of Super Bowl ads.

For some watchers of the Super Bowl the game being played is meaningless. For them the sport is not on the field and the debate is not that the Patriots are one of the most dominate teams in football history and Tom Brady is the greatest quarterback to play the game why Pete Carroll didn’t give the ball to Marshawn Lynch in a 2 and goal on the 1 yard line. It isn’t meaningless to them because their team didn’t make the big game either. For some, the Super Bowl is all about the advertisements that run.

For the 2015 Super Bowl there were fewer car advertisements than previous years and from a marketing stand point, mostly duds. Thirty-eight national ad campaigns debuted that were required to turn 60 minutes of sport into four hours of television, 7 from auto makers. In addition, General Motors, Ford and Mini showed previously released advertisement in the 30 minutes prior to kickoff.

Some of the Best and Brightest of this hallowed site have suggested that Detroit sells on emotion, and emotion doesn’t sell product. If that’s true than a lot of ad agencies got it wrong this year because not just auto makers, but most advertisers played on emotion. For some including Nissan, Nationwide, and Dove, there was more emotion than the look on Richard Sherman’s face when Malcom Butler picked off Russell Wilson.

On to the ads.

(Read More…)

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