The new car business is incredibly competitive. There are a dozen or more companies all vying for customer dollars, doing their best to build a compelling product. Even if a company were to build the perfect vehicle for a buyer, marketing is how the message gets out. To make that connection, advertisers have come up with all sorts of outlandish gimmicks, pitches, and commercials.
As we'll elucidate in this highly scientific study, sometimes great commercials can lend new life to a model or help establish the identity of a brand. Others, well, can become punchlines.
Read the full article on Hagerty.com: https://www.hagerty.com/media/lists/nine-car-ad-campaigns-that-sizzled-and-fizzled/
Mid 60s VW ads were very clever (Sometimes in a cringeworthy way).
Joe Izusu were so hilarious that people often started conversations with; “Have you seen the new Joe Izusu commercial?”.
Brilliant advertising can be fondly remembered decades later.
The Audi R8 V10 ad is best played with headphones or on a good sound system. I doubt it sold a lot of R8s, but it helped build Audi’s performance image.
Still love to watch this!
The reference to "rich Corinthian leather" became part of the pop vocabulary and developed "lots of secondary meaning" making the ad campaign for Chrysler succesful, somewhat less so for the Cordoba itself (We had one) .
Major omission in this piece - the 30 year ad campaign for the Mercury Cougar. Employing a rescued live Cougars ("Chancey" being the most famous) with Cheryl Tiegs, Farah Fawcett and Arnold Palmer (among others). "At the sign of the cat" followed by Chancey's signature snarl, it was the single longest running "same themed" car ad campaign.
See: Does Your Cat Have His Papers? « - The Copyright Zone
Missing from this list is the campaign that introduced the Infiniti brand to the US by showing rocks, streams, and trees - but no cars - in the B&W TV commercials. Wonder if that ad agency survived that blunder? At least Infiniti did, but they started at a great disadvantage to Lexus that launched at the same time.
Huge fan of the Joe Isuzu commercials! They made me want to buy an Isuzu. Way too funny.
Not a fan of the Chevy Real People ads either. Loved Crocodile Dundee selling Subaru's.
The ESSO Tiger spots were created by a Madison Ave genius, Dale Wright. He found a way to differentiate one gasoline brand from the rest (gas at the time, was exactly the same at every gas station). He also created the concept and practice of "premium gifts", where you earned a free glass, plate, cup, cutlery after a fill-up, so you could collect an entire set for your home. Dale created gasoline brand loyalty with those ads and promo programs.