Automotive advertising can seem incredibly boring, lacking in creativity, and all feel rather similar. There are a few however, that have been able to break the monotonous mold and carve out a home in our memories. Here are a few of my personal favorites.
The first advertisement on this list was originally produced for the 50th Anniversary of McLaren Automotive in 2013 and sheds light on McLaren’s human back-story. Namely that of Bruce McLaren, who founded his racing team nearly six decades ago now. The short film forms part one of the 50th anniversary trilogy following the ghost of Bruce McLaren as he retraces the scene of his crash at the Goodwood circuit in 1970. The crash tragically took his life at the young age of 32. Shot in director Marcus Söderlund’s trademark, dreamlike state and accompanied by a moving narration, it tugs at your heart strings, inspires the imagination, and pays tribute to one of the greatest racers of all time. So turn off the lights, turn up the volume, and enjoy.
The second ad on the list is Hyundai’s 2020 Super Bowl spot. With over 44.5 million views and counting on YouTube the Smaht Pahk ad struck comedic gold. Featuring an ensemble cast of Boston super stars including Chris Evans, John Krasinski, Rachel Dratch, and David Ortiz the ad showcases a new parking convenience feature to help launch Hyundai’s new 2020 Sonata. Give it a watch.
The third entry on the list is less of a singular advertisement but rather a trio of advertisements. Audi has always been at the forefront of automotive advertising and nothing shows that better than what they produce for their flagship super car, the R8.
The first spot debuted during the Super Bowl in 2016 and opens on a fictional retired astronaut sitting solemnly, while surrounded by memorabilia from the golden age of space exploration. When his son hands over the keys to an Audi R8 V10 Plus, he gets behind the wheel and relives the thrill of a Saturn V-rocket-like ride under the stars. With David Bowie’s Starman accompanying the visuals of a Saturn V rocket launch it creates a thrilling viewing experience.
"The legacy of the first moon landing lives on at Audi. The same spirit of discovery drives us to dream, innovate and explore, from creating a car that goes 205 mph to building a lunar rover," Audi proclaimed on their website. "It's why we're constantly pushing the boundaries of what's possible."
The second ad is more automotive ASMR than anything else. The spot simply shows an R8 doing a wide open throttle pull on a dyno. Simple yet effective. Enjoy the aural pleasure that is an R8 at full chat.
The final Audi R8 ad is another Super Bowl spot, this one from 2015, that combines a classic film scene from The Godfather and takes a cheeky shot at all of it's luxury market competitors. The use of an old pop culture reference furthers the idea that “old luxury” has been warned. Take a look.
The final ad on the list is not actually for an automotive brand, but rather Johnnie Walker Blue Label. It also isn’t an ad in the traditional sense either. Clocking in at just over 11 minutes in length Gentleman's Wager II reunites Oscar-nominated actors Jude Law and Giancarlo Giannini, along with acclaimed Chinese actress Zhao Wei, in the story of a man who proves a little gratitude goes a long way.
The spot follows the story of two men who enter a wager over a priceless vintage car. The Delahaye 135S racecar that serves as a “trophy” for the wager also happens to be a Walker family heirloom. Plastic Bertrand’s Ca Plane Pour Moi perfectly accompanies the film, and drives home the company’s “Joy Will Take You Further” tagline. Sprinkle in some well placed Formula 1 Driver cameos and you have a fun and exciting short film.
That’s my list! Did I miss your favorite automotive ad? Let me know what it is!
-Dak