The evolution of the car advert has taken in celebrity endorsements, exotic locations, high speed jaunts across country and fact based infomercials for those with a love of a car’s vital statistics, but none of these guarantee an appreciative audience. Instead there needs to be something to set it apart, and the below 9 all have that certain element that has helped them live long in the memory, for better and worse.
Honda – The Cog (2003)
Redefining what you might expect from a car advert – gone were glossy images of a car driving along a salt flat at high speed while a lone guitarist in a Slash hat played an extravagant solo on a nearby peak. In its place Honda put this ad. It cost £1million, took 606 takes and four days of filming to produce, and elevated Honda to the level of the thinking man’s manufacturer.
Citroen CX GTI Turbo (1985)
Even by the standards of 80s excess, the idea of Grace Jones driving a Citroen CX out the mouth of a giant replica of her own head, before performing a u-turn and driving back into her mouth, while barking enthusiastic agreement in your direction is a little extravagant. Even Salvador Dali thought this one was a little avant-garde.
Renault Clio (1991-1998)
Papa? Nicole?
Skoda Fabia (2000)
Instead of shying away from Skoda’s reputation at the turn of the century as a car still rooted in communist simplicity of design, the Czech company boldly attempted to subvert expectation with a wonderfully clever and patient commercial that began a trio of campaigns (remember Full of lovely stuff and Mean Green?) to help re-paint the company as a meticulous, modern manufacturer.
VW Golf (2005)
How do you bring a classic brand back to the attention of a modern audience? That must have been the question Volkswagen saddled themselves with, but thankfully a re-imagined Gene Kelly with accompanying music from Mint Royale, via some brilliant camera trickery, was on-hand to perfectly embody the manufacturer’s idea.
Ford Puma (1997)
Steve McQueen, the streets of San Francisco and Lalo Schifrin’s soundtrack are an intoxicating mix that is hard to resist, especially when it references one of the coolest minimalist car chase scenes from the film Bullit. And just for good measure there’s even a nod to McQueen’s motorbike skills in the Great Escape at the end.
Daihatsu Charade (1984)
Everyone has to start somewhere, and seemingly George Clooney earned his stripes in this Japanese advert for Daihatsu. Our best guess is that a misspoken whisper into a lover’s ear left him locked in the angular hatchback. If you have any idea as to what’s going please send all answers to us on a stamped addressed digital postcard.
Peugeot 206 (2004)
Owning a Hindustan Ambassador might be viewed as a kitsch prize, but few have transformed one into a 206 with only a hammer, an elephant’s backside and a spot of welding. Peugeot though managed to do it, and plant the idea that their hatchback might in fact be your dream car.
Audi (1994)
The 90s were brash – loud suits, Filofaxes, liquid lunches and a self-motivated desire to get to the top regardless of the consequences. That wasn’t Audi’s style, as they pitched to the common man with this send-up of yuppie culture.
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