Leaving an astounding video legacy is no easy feat, especially in the automotive industry. Every year, consumers witness commercial after commercial, vying for their attention, and their brand allegiance. So how does an automotive company manage to capture their audience’s attention and leave a lasting impression? Here’s a few memorable examples.
1) Ford F250 vs Chevrolet CK – 1987 test
Your product can be a metaphor for your company. In a battle of brawn versus brawn, Ford released an ad in which a Ford F250 flexed it’s power lugging a Chevy up a mountain. Chevrolet called Ford’s bluff and responded with their own video, depicting a Chevy truck pulling the mountain the Ford climbed in the previous ad. This back and forth competition drew attention in the media by making their rivalry headline worthy and showed consumers what their vehicles were capable of in a friendly, cheeky way.
In an area where Reaganism ruled and patriotism was prominent, both companies knew exactly how important strength, reliability and a thick skin were to the American consumer, and how to make their trucks metaphors for that.
2) Mazda’s ‘Zoom Zoom’ – 2000
Know your demographic. Or better yet, their generation. Mazda’s ‘Zoom Zoom’ ads were fun, catchy, and gave consumers a repetitive catch phrase that integrated itself into early 2000s pop culture.
It was memorable, mainly because it was so heavily associated with the atmosphere of that generation. Stylistically, it had similar aesthetics of mainstream music videos at the time. Understanding your target market and what appeals to them is essential, and these days the obstacle is doing that for under 5-10 seconds online.
3) Kia Soul – 2014
Get with the pop culture trends. No one can deny the cute critter craze sweeping the globe online. Everyone has watched a cat video or two on YouTube, and Kia is no stranger to their popularity. While they didn’t use cats as part of their marketing campaign, they integrated a group of adorable hamster characters driving their Soul model and scored it with music by the likes of Lady Gaga, Maroon 5 and even Gangnam Style.
Through the course of the ads, the hamsters transform into ‘superstar’ versions of themselves, with the car being the responsible factor in each transformation. Creating a series of ads gave viewers something to interact with on social media as well, and allowed them to engage in a story line with minimal commitment. The marketing worked, and the ads were incredibly memorable.
There is no doubt that some car commercials can be considered works of art. But sometimes the art isn’t in the aesthetics of the ad, but in the message conveyed behind them. That is what leaves behind a legacy via video.
So the question is, what will your legacy be? The first step is your crew. Look no further than Crews Control. They provide the people with the right skills and sharp minds to help craft memorable and culturally significant videos for your company.
Start your legacy at https://crewscontrol.com/services/how-we-work