Dodge – “George Washington’s Challenger” (2008)
https://www.youtube.com/watch?v=OnQXRxW9VcQ
If a marketer mixes a Dodge Challenger, Robin Williams, and a healthy dose of patriotism, you get this unforgettable commercial from 2008. It features members of the British army posed for battle, and then completely overtaken by George Washington (Williams) and his sidekicks all driving Dodge Challengers ahead of the American forces. This twist on a piece of American history makes it one of the best automotive ads of the decade, and most original.
Nissan – “Driven” (2000)
https://www.youtube.com/watch?v=0yOYs0nwv_U
Nissan kicked off the 2000’s with this punchy ad that showed the evolution of the Maxima. It also evoked the powerful element of nostalgia with the Who song “Won’t Get Fooled Again”. Nissan continued this series with other ads, including one for the Sentra featuring Smash Mouth. The combination of good music, feel-good facts, and sleek shots of the car in motion made this a memorable addition to our list of automotive ads.
BMW – “The Hire” Series (2001–2002)
https://www.youtube.com/watch?v=yBRsMPltvV8
Ad campaigns don’t get more ambitious than BMW‘s The Hire. The series consisted of eight short films starring Clive Owen and directed by an all-star team of filmmakers. In each episode, Owen (aka “The Driver”) uses a different BMW to accomplish a high-stakes task for his client. The stunts and scenarios in The Hire wouldn’t look out of place in many action movies of the era. Its success was an early sign of how the internet was set to change advertising forever.
Honda – “Cog” (2003)
https://www.youtube.com/watch?v=bl2U1p3fVRk
Honda‘s “Cog” commercial is a feat of technical craftsmanship and planning. The ad deconstructs a Honda Accord and uses its parts to showcase how in sync all of its systems are, without any CGI or camera trickery to ruin the message. “Cog” bolstered Honda’s reputation as an engineer of reliable vehicles and won several awards for its quality.
Audi – “Godfather” (2008)
https://www.youtube.com/watch?v=UA0PQSEfJGo
The Super Bowl is not just the main event for the NFL. It also doubles as a top day for marketers! Parodies of famous films are not new, but cribbing a title as sacred as The Godfather takes some real dedication. Fortunately, Audi nailed this by flipping the iconic horse head scene to show a changing of the guard in luxury car making, which was funny and memorable. The ad helped reposition Audi as a legitimate peer alongside BMW and Mercedes.
Kia – “Hamsters” (2009)
https://www.youtube.com/watch?v=Oz_AhAN0s4E
Sometimes, all it takes is the audacity to be silly. What does CGI hamsters lip-syncing 90s hip-hop have to do with the Kia Soul? Absolutely nothing, but the rapping rodents made the Kia brand seem more fun and built a relationship with the general audience.
Volkswagen – “Pink Moon” (2000)
https://www.youtube.com/watch?v=_-kqUkZnDcM&list=RD_-kqUkZnDcM&start_radio=1
Volkswagen kicked off the 21st century not with a bang, but with a tender strum of an acoustic guitar. The concept is straightforward: a group of friends in a VW Cabrio searching for a good night out, their path guided by the car’s headlights and the glow of the moon. The combination of images and Nick Drake’s “Pink Moon” creates an atmosphere that invokes several themes – the innocence of youth, the freedom of owning a car, the natural beauty surrounding us all – without the characters saying a word.
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Toyota – “Truck Pull” (Tundra, 2007)
https://www.youtube.com/watch?v=R9jaOROeYII
Most truck ads, especially in the 2000s, share the same goal: to demonstrate the might and power of their vehicle in a brief amount of time. Few spots accomplish that goal as effectively as Toyota‘s “Truck Pull”. In the spot, a Tundra pulls a 10,000 pound load up a ramp before stopping on a dime as the ramp is lowered to the ground. “Truck Pull” displayed the strength, responsiveness, and excellence of the truck in a matter of seconds, setting a benchmark for “real world test” commercials that still stands out nearly two decades later.
Ford – Welcome to Ford Country
https://www.youtube.com/watch?v=wknnOxNTj80
Finally, we have Welcome to Ford Country – an ad that features different trim levels of the F-150 and Ranger in various applications. This ad focused heavily on all things “Ford Tough”, including construction, industrial work, and even motorcycles with the Harley Davidson F-150. The result is a strong marketing piece voiced by star John Corbett which shows that Ford tough is the toughest.
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Conquest Marketing in Automotive
Customer Loyalty, Dealership, Direct Mail, Marketing, Parts and Service, Sales, Service DriveEveryone in the automotive industry understands that customers have many options when purchasing a new vehicle or getting one serviced. Standing out among the competition while developing brand loyalty is fundamental to running a successful dealership. Conquest marketing…