Wednesday, October 8, 2008

Don’t do what everyone else does

So many car commercials are essentially the same. Show the car. Show someone driving it. Show it hugging the curves. Show the interior. Show the logo. And use music and visual styling try to differentiate it from other car commercials.

Some advertisers avoid this, and those can be great spots.

The latest Hummer spot, for the HT3, works well because it makes the vehicle almost an afterthought, but sells the thing at the same time.

It reminds me of a cross between Volkswagen’s “Pink Moon” spot and Nike’s “Before” spot. (Maybe even a bit of Nike’s “Move” as well.)

I don’t see the need for the Braveheart tie-in, though. It takes the spot from inspirational to embarrassing and makes me feel dumb.

Ah, so close.

Via Make The Logo Bigger.

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