Toyota Auris Japanese Transgender car ad

 

This ad is getting a lot of discussion going outside of its exclusive airing in Japan.

The ad features 19-year-old Stav Strashko, who identifies as transgender. The tagline for the campaign is, “not in trend, not casual, not for everyone, not authority, but Auris”

One lesson in advertising (particularly car ads) is make the product / car the star.

This ad is both awkward for its use of a niche personality to sell a mass market product and also fails on presenting anything about the product – I don’t buy the ‘hybrid’ body / car analogy.

It gets attention, but for all the wrong reasons and does little to sell the product. Not relevant, interesting or motivating for the category or target and gratuitous in its use of talent.

 

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Hyundai New Generation i30 “Free Yourself” – “I want to break free” with Queen TV ad

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Here’s something that doesn’t demand too much thought.

Hyundai are pitching freedom.

Maybe not that unique when it comes to cars, but nice to see a more creative execution rather than the happy family / cafe couple that we usually get bored by.

Innocean creative director Scott Lambert  said that the ad represented a departure from Hyundai’s traditionally “sophisticated, clean style of commercial for a more emotive feel”, with more colour and tone than the brand usually employs.

The rights to the music cost “around $200,000″ – so we might be seeing more of this…and at least at that cost the music is central to the creative idea. The supercut editing is nicely done and you get a look at the car and features – the sun-roof, radio etc. All done in a way that entertains and communicates.

A bit more real and a lot more noticeable.

Nissan Leaf – a world without petrol bowsers

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A very nicely executed idea that could grow into an ad.

It certainly demonstrates the core “USP” of the car i.e. it’s electric.

I’m also assuming that people who buy electric cars (and have the cash to pay the premium) are attracted by this.

Certainly grabbed some attention of quite a few school kids by the look of it. Kids are apparently strong influencers of the family car purchase so might not be a bad thing if Nissan are cool with the kids.

Created by Whybin\TBWA Group Melbourne and supported by it’s own Youtube channel

Motorcycle reconstruction – TAC road safety TV Campaign – “Slowing Down Won’t Kill You”

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I ride a bike and have done for many years. I also drive a car.

I therefore notice the campaigns to keep riders safe – those that encourage car drivers to check the blind-spot etc.

The best was still “think once, think twice, think bike” aimed at car drivers who “didn’t see the bike…” before they turned into it.

This ad is one of the worst kind. It depicts the biker as the only one at fault and yet again ignores the role of the car driver.

As written in the Age yesterday: “But nowhere is there any criticism of the driver who has caused an accident by failing to give way when facing a stop sign. There is not a hint of it. There is, instead, a subtext that it is all the rider’s fault, that since he was speeding, the driver can be exonerated entirely.”

I get that it is aimed at speeding bikers, but for a client that should know better, this ad and depicted situation, will alienate all bikers who understand the constant threat of cars turning into their path.

Amazing lack of insight into the both the problem and target.

If it is speed you want to curb, then show the perils of hitting a corner too quickly, not the perils of avoiding cars turning into you without looking!

Ironic that a SupaCheap auto ad does it better than the TAC: http://youtu.be/z8mOX8PdtOU

Read more: http://www.theage.com.au/opinion/society-and-culture/giving-way-on-the-road-wont-kill-you-either-20120509-1yczr.html#ixzz1uWln6pg2

Peugeot Alchemy

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Peugeot’s new brand advertising campaign uses an effects driven commercial to launch the new Lion, the Peugeot SR1 Concept Car, electric vehicles, all with motion and emotion. Developed at Paris agency BETC Euro RSCG, and directed by Michael Gracey (Evian Rollerbabies and TMobile Dance).

As in the Jeep post earlier, this ad breaks out of the cliched car ad and delivers interest around a core proposition, supported by the history of the brand.

Well designed and with substance.