Wednesday, February 9, 2011

Too many car ads, not enough insights.


In the interest of full disclosure, let me start by saying that I am not a good target for car ads. I live in Manhattan, and haven’t owned a car since I was 19.

But, I can still recognize an effective ad when I see one.

While I watched the blur of car ads that dominated this year’s Super Bowl, I couldn’t help but think how Prius’s excellent product placements in Bones, which demonstrate many of its unusual safety and styling features as part of integrated storylines blew them all away. Is there any doubt that this is the future of television advertising?

Meanwhile though, we have the adorable mini-Darth Vader Passat spot. Using the Star Wars theme to connect with its audience, and the ever popular insight of a parent’s love for their child, it is the only car ad that I saw that I can even attribute to a specific advertiser.

You can check it out at:

Who knows, it may even sell a few cars.


  1. My faivorit was little Darth Vader,too.
    It was a good cutting of daily life.

    But just one thing, it is better than black color's car body, I think.
    Why do they choose silver?
    What do you think?

  2. Nikke Gant...

    I really enjoyed the Darth Vader commercial. The music was engaging, and the little boy (or girl) was hilarious, especially at the very end. The reaction was priceless!! Would it make me want to buy a Passat - not likely.

    However, if you look at consumer insight and target marketing, this just might be enough amunition for a husband and wife with children who just happen to die hard Star Wars fans (or just a SW fan only) to at least take a visit to the dealership...