Agency: Wieden + Kennedy
Sometimes car ads can be great - this is one example of this. It doesn’t have that emotional element to it that Chrysler has been hounding, which I like. I think this does a really good job at speaking directly to its target, who I assume are 24-35 year olds, skewed heavily male, looking to either buy their first car, or buy a newer, better car.
I like that it describes car design as a creative process. I particularly love the “kick out the committees” shtick. It has an element of humour, but it’s also a little motivational for the brand. It also isn’t overtly gender-specific. It’s subtly male-oriented, but there aren’t insights in there that are particularly positioned toward heterosexual males (ie. helps you pick up chicks), which many car ads try to include. It’s simple: this is a car designed and built to rock the driver’s world.
Nothing too ground breaking, but I think it works.