Car adverts

Ned Jasper – Friday Video – What makes a good car advert?

With one of the best car adverts of late banished from our TV screens, Ned takes aim at those making, and scrutinising, those commercials.
Audi R8 V10 plus
Nowadays, you’d be hard pushed to go out and not find an example of health and safety. We drive our cars with seat belts, airbags and countless electronic systems which prevent you from skidding of the road every time you’re a little heavy footed. As a result, countless lives have been saved and the world is a better place for it. But then we have “health and safety gone mad”. It’s a phrase we hear a lot these days, but is there any truth in this expression?

Actually, yes. I can’t speak for every aspect of modern society – that would take too long and be about as interesting as an empty pint glass – but what I can talk about is car advertisements. Now, it’s no secret that we’re quite partial to a good car ad, especially those from a certain four-ringed company. [Guilty as charged! – Editor]

But, how on earth does this relate to health and safety? Well, it’s because one of Audi’s latest R8 ads, The Eye, has been banned. If you don’t know what I’m talking about watch this:

Done that? Good. The ad in question was struck from our screens by the ASA (the Advertising Standards Authority) as it ‘linked speed with excitement’. I know. It turns out, a big, shiny, bright orange supercar is exciting, who’d thought?

The thing is though, the advert didn’t feature high speeds. Was it inferred? Well, yes. But all we saw was a 30mph tracking shot and a retina. To add insult to injury, the removal of what is one of the only interesting car advertisements currently on TV was down to ONE measly complaint.

It is because of things like this that almost all car adverts are now not only tedious, and stale, but also related in no way to the car in question. After all, the advertisement is supposed to make you want to buy the car, not hate it. The following is a small compilation of some of the worst car advertisements shown on TV, and don’t fear, because after you’ve sat through 4 minutes of dull, unimaginative drivel, you’ll be rewarded with some of the best car ads of all time.

Citroen C1

I wish I could magic a car out of a bus stop too! But I’m not Harry Potter, so I’ll just walk instead. Maybe ASA should step in here, before everyone tries to walk through a bus-stop and steal a car!

Toyota Aygo

Hilarious!…Not. Another great message, dress up as a seat and prank McDonald’s. I still know nothing about the car.

Toyota Aygo 2

Boy, am I excited! What could make me want to buy the car more than it driving through a maze full of balloons that change colour! That’s right Toyota, there IS a better way.

Peugeot 108

Brilliant, some moody lighting, and a montage of the car driving. If I need some wheels to meet a shady lover in the dead of night, I know where to look.

There. I’ve tried my best to inject the dullest part of this article with a comical interlude. But the facts remain that all of these adverts tell you nothing about the car. A car ad should be something that captivates, then charms us into wanting one more than our next breath. We want loud noises, aural symphonies, drifting, explosions, and chills down our spines. We want to feel like we’re watching an action movie, not a documentary!

Most of all, we want to react to it. We want that uncontrollable urge to tell everybody we’ve ever met just how cool the advert was. Or better still, we want to buy the car. Below is an eclectic mix of some of the very finest automotive advertising, so make a cup of tea, and sit down for the best 10 minutes you’ve spent on the internet today (probably).

E39 BMW M5

It’s spaceman meets family man. This video does without any iconic music or slick acting, It simply shocks you – or would have done back in the early noughties when this advert first hit TV screens. It leaves you to contemplate the thought of your neighbour’s new BMW outrunning a Saturn V rocket.

Peugeot 205 GTI

Do Bond’s budget cuts mean he’s ditched the Aston in favour of a cheeky little french hatchback? No. But who wouldn’t want a car that could beat an entire airforce? Perhaps it’s a little silly, but you’re talking about it, which means the advert’s worked.

Audi R8

Chillingly good. [I still have this one saved on my Sky+ box – Ed]

BMW M235i

That was cool, I want one just that little bit more now.

Audi R8

If you didn’t have a smile on your face by the end of that, you’ve got something wrong with you!

Now I’ve put the world to rights, and no doubt wasted your afternoon, maybe you’ll be a little more critical of the next car ad you see. I’ll leave you with two things. The first being this bonus clip – which is more of a short film than an advert – and the second being the overwhelming desire to own every car you’ve seen in the latter ads!

Bonus E39 BMW M5

Ned Jasper