This is the new commercial for the A6 Audi Avant by BBH London. I have to say after watching the commercial I was a little bit weirded out. I mean I get where they were going, but I kept feeling like I was in a post-apocalyptic world ruled by robots.
Message: The message communicated by the ad is clear and concise: the A6 Avant is light and agile. And though the actual message is quite eloquent the actual execution of delivering the message is less than desirable, but I’ll get into that later.
Execution: The execution of the concept is incredibly done, though I don’t actually like the concept. The gasoline and road sign world is hauntingly beautiful and very well rendered. But in the end dripping gasoline and groddie metal isn’t attractive. As creative as the world is I don’t want to be there and by extension my associations with the car aren’t the most positive. I don’t care how agile your car is, all I can think about is being stuck in that metal universe. A place where the fumes from the flowers can get you high and the sky is gray! I mean yes, hummingbirds are agile and I get that. But why couldn’t you do the exact same commercial without the metal makeover, the point would’ve come across just as well and I wouldn’t have the taste of smog in my mouth after watching it. I get that the “traffic motif” gives me the whole car association, but sell me on the idea of agility. I don’t need to be beat over the head with the fact that this is a car ad. The redeeming factor to this concept is that is beautifully done. For a world where the air probably smells like facotry fumes the scenery is beautiful. One little note is that the music in the background makes the message a bit hard to hear. Albeit it might be because the speakers on my computer aren’t the greatest, but I had to watch the ad a couple times before I could pull out all of the words.
Strategy: The strategy for this ad came in three parts: 1) Highlight the new lightweight technology, 2) Convince people that because it is lighter it is also more agile, and 3) Make people interested because agile cars are fun to drive.
Success: I’m going to give this ad a 2/3 pass, because they deliver on goals 1 and 2. Having watched the ad I take away that the car is lighter, and I even buy the whole light=agility thing. Where I think the commercial fails to deliver is in the promise of fun. The world that they show me isn’t fun, it’s kind of gross. I mean the hummingbird is kind of having a good time, maybe? But robo-bird isn’t doing it for me, at least throw me a shot of a happy driver. But no all I get is the A6 speeding off into the gray distance, probably because it is running away from a robot uprising.
Found on Campaign
No comments:
Post a Comment