I caught a glimpse of a force1 advert on tv last evening and was just stumped with the sheer stupidity of the ad. Though the marketing team of the company would tend to disagree with me, I just had to let it out. I think the state of the ad world of automotive adverts in India, in general, is abysmal. But for a few ads that make it through, the rest leave you scratching your head and going- whaaat?
First up:
The first of the series of completely stupid adverts from force1 - In a way - burying themselves further.
Firstly, the complete disregard for safe driving - no one wearing seatbelts, no airbags, and doing a 180 with a 2.5Tonne suv in a city road- just so that the kids can walk in front- Seriously - what are the ad guys smoking these days? The advert I caught on Tv was about 2 women being harassed by some biker and the force1 comes up and the biker runs off... (or something along those lines) Which was equally dumb.
So, back to Force1 - what is it that they are trying to sell - "Be the force" - in a way - saying - yes, drive rashly, and because you have a big vehicle, its forgiven? The highlight of the ad - displays the FMTech 2.2, lotus and so on and so forth as words on the screen, unless I remember reading it, I wont think twice. If the heart of the vehicle (in this case the 2.2) is a differentiator, shouldnt it be highlighted in an ad.
I had to draw a parallel to the Ford F150 for an advert talking about the product capabilities and benefits
and to the Chevy Silverado - Highlighting the product details
Or if you want to make an emotional bond - like the reclaim your life series - which had some good ads - and some really stupid ones (the one in the water, and the stunt driving inside the parking garage) in general - the reclaim your life was the emotional connect. Again, The insane driving - not what I want. However, the corner office series - really nice.
The Silverado commercial- which makes a real emotional connect:
Now why did I post the adverts above - I just wanted to draw a parallel and highlight the case I was making.
I think the approach that the indian market is taking appears to be - like the force ad puts it- Brute force.
There was some talk on the forum about the Chevy Cruze ad about it highlighting irresponsible driving to the MAX (launching on amber, cutting across lanes, and simply racing on public roads),
I was tempted to share the other Cruze ad - which brings out different features in its series starting with
1. The Music System:
2. The Chevy App
3. The Mileage factor - Chevy Cruze:
I think the series of ads highlight different capabilities and will surely give me a higher top of mind recall. Even the SX4 advert - highlights really rash driving, lane cutting, insane driving- really ironic considering Maruti's huge effort on safe driving (The IDRTs, Maruti driving schools and the Young driver award) The SX4 ad is a serious letdown:
I can't recollect a series of ads like the chevy cruze series, for example, which highlight different capabilities. The GM Beat - the first set was just terrible- what message were they trying to send across- a heart beat?
However, the new one- of the beat diesel - does strike a chord in terms of the emotional connect, with the father son duo
and the Rakhi advert:
I just wish the admen / women put in a little more thought into some of these ads. Just showing that you can drive fast, and do stunts, should not be the centerpiece. These are not just machines, but extensions of our lives (well, in our case quite truly).
An automobile defines our being and our lives, we strive to move up the social lader with the vehicle we drive and that needs to be captured to highlight the fact that fancy driving, jumping and snubbing someone else is not the case. Product placement, emotional connect or simply humor to associate the vehicle with good times / happy times should be the key. The Tata Nano Advert a case to moot:
But then again, I am not in the marketing team of the automobile co.
On that note - my all-time favorite ad for the automobile space: