Lürzer’s Archive Special Report
AUTO22 the new drivers behind automotive creativity
Oliver Sold Fotodesign Cars and Stillife
oliversold.com
AUTOMOTIVE SPECIAL
Words Maeve O’Sullivan
AUTO22 ‘Dispense with a horse’. The benefits of buying an automobile were relatively easy to communicate back in 1898 when The Winston Motor Carriage Company ran the first automotive print ad. Placing it inside the pages of Scientific American put it right in front of the affluent, early adopter audience the brand would have needed.
In the AUTO22 special you can enjoy a selection of great automotive advertising of the last ten years or so. All listed films can be watched, and more work viewed online within our archive. Just search ‘AUTO22’ at luerzersarchive.com
If it was to run today, that headline would likely read, ‘Dispense with fuel’. Global electric vehicle (EV) ownership numbers may still be relatively low but they are growing fast. If the last few years are anything to go by, EV will dominate advertising messages for a long time to come. The way automotive brands are responding to the rapid adoption of EV shows that we’re at a crossroads of technological advancement and consumer expectations – we care about how the cars we buy fit into our lives, not how fast they can get us from point A to point B. And we want to engage with the brands behind them on our own terms. Although the smart brands know that it’s not enough to shout about speed and performance anymore, far too many spots continue to intrude on our time with the yawn-inducing sight of gleaming cars charging through rugged landscapes. And they are everywhere – on our screens, on billboards and in print. This collection of work looks past the clutter to show a mix of highly crafted recent work and older examples from the last ten years that indicates a trend in the making. Along with a look at where brands are connecting with their customers these days, we’ve spotlighted a few trends – most of which interconnect with each other, of course:
Heritage Lifestyle Electric Technology Experiences Above all, we want to inspire you, make you laugh – and maybe a little bit jealous – of some of the most creative automotive communications in the world.
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Represented by: Rockenfeller & Göbels (Europe/Asia) Art Department (USA) Cream Paris (France) Superstudio (Scandinavia)
@PatrikJohall
DIRECTOR
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R E P R E S E N T E D BY E L I Z A B E T H P O J E . C O M
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AUTOMOTIVE SPECIAL
Heritage brands: Remember us?
The car brands we grew up with have risked facing irrelevance over the last couple of decades, as more innovative challengers with sexier consumer appeal and better technology have come onto the scene. These next gen car brands have made many of the old guard seem out of touch and irrelevant to the Millennial and growing Gen Z car buyer market. With some of these heritage brands over 100 years old by now, they have something that the new generation can’t match – relationships. Over the last few years, a few automakers have reminded us of the important roles these brands have played in our lives.
CHEVROLET Then and Now 2012 There’s no doubt that cars play a special role in the lives of US consumers, something Chevrolet got straight to the heart of with its Centennial campaign. Then & Now takes us through classic American landscapes and scenes that include a Chevy. It leans hard on nostalgia without becoming too saccharine, showing us the good old days that we enjoyed and are – hopefully – still living through.
MERCEDES-BENZ The Journey That Changed Everything 2019 A reminder of the Mercedes-Benz’ world-changing technological roots, this epic feature film-style spot tells the overlooked story of Bertha Benz’ 1888 long distance trip and ‘The Journey That Changed Everything’. The film helps us imagine the amazement and terror villagers must have felt upon seeing a car drive across the landscape for the first time and it celebrates the determination and spirit of the people behind the brand.
Agency Goodby Silverstein & Partners, San Francisco
Agency Antoni Garage, Berlin
Creative Direction Jamie Barrett Art Direction Stefan Copiz Copywriter Tyler McKeller
Director Lance Acord Production Park Pictures
BMW History of Horsepower 2019 BMW may not have a century-old tradition in China but a ‘collage animation’ released online in 2021 (Final Frontier/BlinkMyBrain) celebrates BMW’s history in a decidedly non-traditional way. Aimed squarely at young, Chinese car buyers, it was promoted on instant messaging websites, WeChat and Weibo, drawing on Chinese artistic tradition to tell a modern automotive story. Agency Fractalist China , Beijing
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Director Ariel Costa
Production Final Frontier
Creative Direction Alice Bottaro Copywriter Andre Santa Cruz
Director Sebastian Strasser Production ANORAK Film
FIAT Print Campaign 2016
Agency Leo Burnett, Frankfurt am Main, Germany Creative Direction Joerg Hoffmann, Daniela Ewald, Jörg Hoffmann
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Art Direction Hugo Moura Copywriter Andreas Daum Photographer Miro Minarovich
14–15
AUTOMOTIVE SPECIAL
Lifestyle
Sorry Boomers and Gen X, the growth of the auto industry lies with Millennials and Gen Z, according to some reports, and car brands are paying close attention. Not only do they embrace technology, they are more interested in how a car will fit their lifestyle. This has led to a series of campaigns that want you to know what the brand stands for and how it fits into your life, not the other way around.
MERCEDES BENZ Grow up 2017 With print and social media campaign photography that felt more like a fashion shoot, and films featuring rapper A$AP Rocky, Mercedes Benz wanted to shake off its staid image with this multi-channel campaign and appeal to a new generation of customers approaching adulthood. Agency Antoni, Berlin Creative Direction Martin Pross, Matthias Schmidt, Veit Moeller
Art Direction Sol Oh Copywriter Sebastian Lyman
Photographer Alex Rank, Alice Moitié
POLESTAR No compromises 2022 The ominous soundtrack and sleek visuals are one thing but it’s all in the copy for this Superbowl campaign from challenger brand Polestar. Promising ‘no dirty secrets’, ‘no conquering Mars’ and ‘no greenwashing’, among other bold statements, Polestar is taking a swipe at heritage and challenger brands, aiming to attract consumers looking for something new. from a car brand. Agency Forsman & Bodenfors, Gothenburg, Sweden Creative Direction Samuel Åkesson
Art Direction Sophia Lindholm, Julia Holtback Yeter Copywriter Fabian Starck, Chris Cornwall
Director Christian Larson Production BR•F
LYNK & CO This is not a car 2021 Lynk & Co is a Chinese-Swedish car brand that has been designed from the ground up to appeal to a new generation of drivers, from shareable cars to city center ‘clubs’ springing up around Europe, in place of traditional dealerships. This campaign points to the difference that could await a Lynk & Co owner. Agency HALAL, Amsterdam Creative Direction Robin van der Kaa
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Art Direction Andrew Watson Copywriter Richard Goredecky
Director Caroline Koning Production HALAL
SMART Print Campaign 2014
Agency BBDO, Toronto Creative Direction Carlos Moreno, Peter Ignazi
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Art Direction Spencer Dingle Copywriter Jordan Hamer Photographer Shanghoon
16–17
AUTOMOTIVE SPECIAL
Electric
Quite possibly the most famous automotive brand in the world right now doesn’t pay for any advertising. Why would you when a single tweet from your company’s founder can reach 74 million people and will be dissected by the world’s media? Tesla has represented the cutting edge of electric vehicles (EV) in the minds of consumers for years but there’s only so much longer that it can hold that ground. Heritage brands are catching up and new challenger brands are appearing that are transforming the market for good. BMW Zeus & Hera 2022 The sight of Greek gods Zeus and Hera chilling out in a retirement community feels like a departure, both for EV and luxury car advertising. The Super Bowl spot demonstrates just how mainstream and positively suburban electric is becoming, and how luxury brands are trying to appeal to a much broader audience than they might have in the past. Agency Art Direction Director Goodby Silverstein Michael Rodriguez Bryan Buckley & Partners, Copywriter Production San Francisco Sam Dworkin Hungry Man Creative Direction Matt Edwards, Wes Phelan
BMW
Something’s Brewing 2022 Arnold Schwarzenegger (as Zeus) delivers just two lines but a long mean look to an innocent barista in this teaser spot for the launch of the BMW... but the BMW what? You had to wait a few days for the Super Bowl spot above to discover that the BMW iX is ‘the ultimate electric driving machine’. Heritage plus electric topicality combine in the figure of a sparky ageing god.
Agency Goodby Silverstein & Partners, San Francisco
Creative Direction Rich Silverstein, Wesley Phelan, Matthew Edwards
Art Direction Kevin Leung Copywriter Carlos Rangel
FORMULA E Change Accelerated 2021 Formula E exists to accelerate sustainable human progress through the power of electric racing. The only sport certified net zero carbon since inception, Formula E was founded to counteract climate change by accelerating the adoption of electric vehicles. This spot aims to capture this unique sport’s ability to excite next generation sports fans by combining exciting on-track action with its role as a catalyst for positive change around the world. Agency Uncommon Creative Studio, London
Director Marcus Söderlund Production Academy Films
DAIMLER / MERCEDES BENZ
Invisible Car 2020 This 2020 film is part of the long running Invisible Car campaign marking various Mercedes EV developments. Starting back in 2012 with fuel cell innovation, this more recent film announces the brands commitment to a full range of electric only cars. In effect, making their impact on the planet ‘invisible’.
Agency Merkley + Partners, New York Creative Direction Gabi Hastings
Lürzer’s Archive
Director Vico Sharabani Production The Artery
NISSAN FORMULA E Print Campaign 2019 The future of racing is here Formula E has rapidly grown in popularity in the seven years since its founding. What better way to erase concerns about performance in the minds of consumers while also grabbing the attention of the world’s speed freaks? This campaign announcing the arrival of Formula E in Brooklyn communicates what’s coming simply and effectively.
See more of the campaign at luerzersarchive.com
Agency TBWA\Chiat\Day, New York Creative Direction Chris Beresford-Hill, Al Merry
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Art Direction Pierrick Jegou Copywriter Aste Gutierrez Illustrator Bastien Grisolet
18–19
AUTOMOTIVE SPECIAL
Technology
The average driver wants their car to get them from A to B as quickly and efficiently as possible. Who cares about the detail? But when the detail is the main point of difference between car models and has cost potentially millions in R&D to develop, it means a whole lot to automakers. How better to communicate sophisticated technology than through drama and humor? Some of the most memorable ads of the last ten years have informed us about car navigation, precision steering and body control. And we’re still watching them.
HONDA Sound of Honda 2014 By recreating in sound and light the late Ayrton Senna’s world recordsetting fastest Formula 1 lap, Sound of Honda not only reminds us of Honda’s high performance heritage, it communicates a data-driven car navigation system that any driver would value. Agency Dentsu, Tokyo Creative Direction Kaoru Sugano
Production Rhizomatiks, TamaTechLab, Heartfast, Metaphor, Shipoo
VOLVO TRUCKS Epic Split feat. Van Damme 2013 How many truck commercials do you remember watching before Jean Claude van Damme performed the splits between two Volvo trucks? Exactly. Agency Forsman & Bodenfors, Gothenburg, Sweden Art Direction Anders Eklind, Sophia Lindholm
Lürzer’s Archive
Copywriter Martin Ringqvist, Björn Engström Director Filip Nilsson, Andreas Nilsson, Jamie Rafn, Henry Alex Rubin
Production Smuggler, Folke
AUDI Clowns 2017 Who hasn’t thought they were surrounded by clowns while out on the road? This thought is beautifully brought to life by the late, great Ringan Ledwidge. An Audi driver effortlessly maneuvers through scenes most of us will have experienced at some point. Instead of road rage, maybe this spot can help us see the lighter side. Agency Bartle Bogle Hegarty (BBH), London Creative Direction Ian Heartfield
Art Direction Mikael Alcock Copywriter Doug Fridlund
Director Ringan Ledwidge Production Rattling Stick
VOLKSWAGEN AUSTRALIA Print Campaign 2021
Agency DDB, Sydney Creative Direction Tommy Cehak, Matt Chandler, Tim Woolford
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Art Direction Sam Raftl Copywriter Tom Lawrence Illustrator Matt Ryan Tobin
20–21
AUTOMOTIVE SPECIAL
Experiences
Surely the best advertisement for a car is to drive it? Whether it’s unexpected brand collaborations, turning cars into games controllers or even making great use of wifi network copy, there are more opportunities than ever to convince customers to give up their precious time and try out the latest model.
VOLVO/UBER All Star Restaurant 2017 Aiming to prove that the way to our hearts really is through our stomachs, Volvo and Uber Eats took people on a tour of Tokyo in an XC90 Excellence SUV while dining on takeout designed by celebrity chef Yukio Hattori. Agency Dentsu, Tokyo Creative Direction Akira Suzuki
Art Direction Daisaku Maeda Copywriter Keisuke Nishino
AUDI The Wifi Jack 2016 For many of us, the first thing we do when we arrive at an event is pull out our cell phones to search for free networks. At the New York Auto Show, Audi was able to connect with almost every visitor who might care about their new cars’ connectivity by offering free wifi. Each network name highlighted a particular aspect of the new Audi A4’s systems and even took a swipe at its BMW competitor. Agency MUH-TAY-ZIK | HOF-FER, San Francisco
Lürzer’s Archive
Creative Direction John Matejczyk Copywriter Cory Conrad
Director Francesco Saviano Digital Artist Noah Aust
SMART FORTWO Smart EBALL 2012 Smart’s playful approach to advertising goes back to its 90s roots and this campaign is no different. EBALL gave Frankfurt Auto Show visitors the opportunity to test out the quality of the electric smart fortwo’s acceleration by turning the cars into games controllers. Agency BBDO Proximity, Berlin, ANR BBDO, Stockholm
Creative Direction David Mously, Jan Harbeck, Ton Hollander, Jens Ringena, Wolfgang Schneider Art Direction Daniel Schweinzer, Sebastian Forsmann, Tomas Tulinius
Copywriter Lukas Liske Production Gahrens + Battermann
VOLVO The E.V.A. Initiative 2019 Have you ever noticed that crash test dummies are always male? Taking that fact into consideration, Volvo Cars and its team has been compiling crash data since the 70s to take a closer look at what really happens during a collision – irrespective of size, gender, or body shape. This has now enabled it to design cars that are equally safe for both men and women. [Darre van Dijk] “An amazing idea that crash test dummies are actually built in male versions only. And as Volvo always puts safety first, it is an even better idea that they are the ones disrupting this test to make car safety better – and the fact that they are giving the results to the competition makes it an even better case. That really is trying to make the world a better place.” Agency Forsman & Bodenfors, Gothenburg, Sweden Art Direction Leo Dahlin, Sophia Lindholm, Adam Ulvegärde, Karl Risenfors Copywriter Jacob Nelson, Hampus Elfström
Director Laerke Herthoni Production New Land
tinyurl.com/36avt8az LEXUS Unbeaten Paths 2019 For test drives in the Lexus UX, which was specially designed for urban traffic, a customised route was suggested to drivers based on their Facebook profiles, taking them on a journey to hidden locations in Hong Kong while creating momentum for small businesses. Agency TBWA, Hong Kong Creative Direction Jerome Ooi
Art Direction Yvonne Ng, Minji Pyen
Director Mike Choy
TOYOTA Prius! Parts Characters 2016 Anime has a status in Japan and across the globe that is worth billions. Its popularity is admirable and provides the world with a relatable image of the Japanese. Like in this “Impossible Girls” campaign for Toyota’s new Prius, in which components and functions are anthropomorphised as sometimes cute, sometimes mysterious anime characters Agency Dentsu, Tokyo Creative Direction Yusuke Shimano
Art Direction Yoshiaki Sakashita, Yusuke Koyanagi
Copywriter Yusuke Shimano, Takuya Fujita, Nanako Tani
tinyurl.com/2p94n5z7 MERCEDES BENZ ESPANA / SMART Chameleon 2017 A colour-neutral Smart car was placed in the window of a large car dealer in Madrid. At the same time, technology was installed that could detect the colours of the clothes of passers-by, whereupon the car automatically adjusted its colour. Agency Contrapunto BBDO, Madrid Creative Direction Gorka Fernández Iriso, Carlos Jorge
Art Direction Gorka Fernández Iriso, Aurora Hidalgo, Raúl López
Director Marta Pérez-Antelo Production Cubensis
tinyurl.com/3wz2zats
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Frederic Schlosser www.fredericschlosser.de mail@fredericschlosser.de +49 (0) 176 70 67 42 53
Michael Alan Ross | 917–864–0380 | michaelalanross.com
Y O U R R I D E T O WOR LD S U NS EEN
XV IS IONIMAGIN G.COM
AUTOMOTIVE SPECIAL
LAND ROVER Print Campaign 2013
Lürzer’s Archive
See more of the campaign at luerzersarchive.com
Agency Young & Rubicam (Y&R), Dubai Creative Direction Kalpesh Patankar, Shahir Zag
Art Direction Kalpesh Patankar Copywriter Shahir Zag Photographer James Day
HYUNDAI Print Campaign 2021
See more of the campaign at luerzersarchive.com
Agency Innocean Worldwide Europe, Frankfurt am Main Creative Direction Gabriel Mattar, Ricardo Wolff, Alan Dindo Digital Artist B612 Studio
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34–35
AUTOMOTIVE SPECIAL
MERCEDES-BENZ Fable
VW VOLKSWAGEN The Force
2015
A slightly different take on the fable of the hare and the tortoise: the new Mercedes AMG-GT enables the tortoise to defeat the over-confident hare by a country mile. Agency Merkley + Partners, New York Creative Direction Andy Hirsch
HYUNDAI Life Is In The Air
A little Darth Vader is vainly attempting to move things by means of the “force.” In the end, only the VW appears to respond – yet could that, perhaps, be due to the remote control Dad is holding?
Art Direction Kirk Mosel Copywriter Chris Landi
Director Robert Stromberg Production Jake Scott
2021
DAIMLER / MERCEDES BENZ Enjoy Electric 2020
Agency Deutsch, Los Angeles Art Direction Michael Kadin, Ryan McLaughlin, Craig Melchiano
A hydrogen-powered Hyundai NEXO is customised to blow bubbles from its exhaust… and the bubbles contain seeds. The classic product demo technique is given a twist to hint at superior eco virtues of hydrogen.
An online film for the launch of Mercedes- Benz’ first electric car, the EQC stars the Grammy winning artist Weeknd and features his latest single, “Blinding Lights“. The ad shows a series of montages cutting between great moments of the brand’s history and also through the 133 years of automotive history, to show the journey and progression from the first ever car.
Agency Jung von Matt, Hamburg Creative Direction Sarah Buggle Art Direction Kim Boreum
Agency antoni_garage, Berlin Art Direction Karin Reineke
Lürzer’s Archive
Copywriter Harvey Wilks Director Julius Krappe Production Digitalsinn
2011
Director Nicolas Mendez Production Iconoclast Germany
Copywriter Eric Springer, David Povill Director Lance Acord Production Park Pictures
VW VOLKSWAGEN Print Campaign 2011
See more of the campaign at luerzersarchive.com
Agency DDB, Buenos Aires Art Direction Hernàn Jaùregui, Lisandro Grandal, Alejandro Hara
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Copywriter Pablo Batlle, Emilio Yacon, Fernando Tchechenistky Digital Artist Gabriel Vanek
36–37
AUTOMOTIVE SPECIAL
Top: SMART Print Campaign 2015 Agency Jung von Matt, Hamburg Creative Direction Frank Seiler, Dörte Spengler-Ahrens Lürzer’s Archive
Art Direction Juliana Paracencio, Barbara Dirscherl Copywriter Luiz-Vicente Simoes Illustrator Katerina Kamprani Digital Artist Katerina Kamprani, Tobias Schlieperskötter
Bottom: SAFE DISTANCE AUDI TURKEY Print Campaign 2013
Agency DDB&Co., Istanbul Creative Direction Karpat Polat Art Direction Yusuf Kayhan Copywriter Gorkem Ciftci Hasan
AUTOMOTIVE SPECIAL
HONDA Dream Run
VOLKSWAGEN Singular Masterpiece
2015
A 2015 Australian film for Honda in which our ‘hero’ sleep-drives his new HONDA compact SUV pursued by numerous paramilitary figures trying to wake him up. It takes the Honda line – the power of dreams – to a new level and was at the forefront of making this relatively new market segment the lifestyle leader it still is today. Agency Leo Burnett, Melbourne Creative Direction Jason Williams
MERCEDES-BENZ Chicken
Art Direction Joe Hill Copywriter Garret Fitzgerald
Director Nathan Price Production Goodoil Films
2013
HONDA Hands
Lavish and innovative production that set out to create a luxury car aura to launch the Phaeton. VW combined aspirational interactive features and a rich take on VW brand and tech heritage. Full of ideas before, and occasionally after, their time. Agency Ogilvy & Mather, Beijing Creative Direction Doug Schiff Art Direction Michael Chu, Geng Cheng, Darren Crawforth
2013
This spot is for the Mercedes-Benz ‘Magic Body Control’ suspension system, which claims to ensure ‘optimum driving comfort.’ Set to the Diana Ross classic ‘Upside Down.’
Two hands are playing with a screw, fashioning from it the most amazing vehicles, motorcycles, cars, robots – and even a jet. Pay-off: Honda. The Power of Dreams.
Agency Jung von Matt, Stuttgart, Germany Creative Direction Robert Herter, Lukasz Brzozowski Art Direction Lucas Osis
Agency Wieden + Kennedy, London Creative Direction Tony Davidson, Kim Papworth Art Direction Aaron McGurk
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Copywriter Nico Baumann Director Daniel Warwick Production Big Fish
2012
Copywriter Chris Lapham Director Smith & Foulkes Production Nexus Productions
SMART FORTWO #smarteffect
Copywriter Doug Schiff, Kui Xiao Director Johan Perjus Production B-Reel
2015
A clever stunt from BBDO Portugal in which normal cars literally (and here’s the stunt) shrink for real so that there’s room to park normal size cars. Of course, the point is that with a Smart car they don’t need to shrink, you can park easily in the tiniest of spaces. All part of addressing the problems of urban transport. Agency BBDO Portugal, Lisbon Creative Direction Marco Pacheco Art Direction Ruben Rodrigues
Copywriter André Pereira Production Go Wondr
HYUNDAI Print Campaign 2019
Agency MullenLowe SSP3, Bogotá Creative Director Camilo Jimenez, Juan Pablo Maldonado, Carlos Andrés Rodríguez Monroy
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Art Director Camilo Jimenez, Mario Mendoza Copywriter Jorge Eliécer Pinto, Leonardo Bernal, Jaime Andrés Tovar
40–41
AUTOMOTIVE SPECIAL
Top: NISSAN Print Campaign 2016
Lürzer’s Archive
Agency TBWA\Frederick, Santiago de Chile Creative Direction Gastón Morales Art Direction Claudio Ureta, José Miguel Cartibarra, Rodrigo Pacheco Copywriter Carlos Rosales Digital Artist JP1985
Bottom: BMW Print Campaign 2016
Agency Demner, Merlicek & Bergmann / DMB, Vienna Creative Direction Alistair Thompson Art Direction Lukas Hueter, Sebastian Hofer Copywriter Alistair Thompson, Michael Wyhnal, Daniel Kovacs
AUTOMOTIVE SPECIAL
MAN LATIN AMERICA Print Campaign 2015
Lürzer’s Archive
Agency AlmapBBDO, São Paulo Creative Director Bruno Prosperi, Benjamin Yung Junior, Marcelo Nogueira, André Gola, Pernil
See more of the campaign at luerzersarchive.com
Art Director Julio Andery, Marcus Kawamura, Rogério Possato, Felipe Hauck, Ana Paula Esteves Copywriter Ana Carolina Reis, Gustavo da Costa Neves
Photographer Ale Burset Digital Artist Diego Speroni, Zombie Studio
MERCEDES Print Campaign 2019
Agency BBDO, Shanghai Creative Director Kit Koh, Aricio Fortes, WF Leong Art Director Jack Goh, Kelvin Leong, Lucia Tan Vol 1/2022
Copywriter Mukund Olety, Cheng Zhang, Cathy Ren Photographer Zombie Studio Typographer Jianzhong Tam Digital Artist Zombie Studio 48–49
AUTOMOTIVE SPECIAL
VOLKSWAGEN Automatic Skip Ad
FIAT Fiat Safety WiFi
2014
2016
Smart VW ad that enables viewers to eliminate all other commercials thrown at them by YouTube and move straight to the next video.
Taxi passengers were offered free WiFi as a means of encouraging seatbelt use: the connection is not activated until they have buckled up.
[Rikesh Lal] “If there’s one thing that people hate, it’s ads, especially when you’re trying to watch a funny cat video. That’s why I love what this ad does – it automatically skips to the video you actually wanted to watch. It’s a clever way to show the Tiptronic transmission feature of the New Beetle.”
[Roy Cohen] “Now here’s a simple and clever one: a taxi service where WiFi only works when you wear your seatbelt.”
Agency AlmapBBDO, São Paulo Creative Direction Luiz Sanches, Bruno Prosperi, Renato Simões
Art Direction André Leotta Copywriter Leonardo Avila, Fernando Boniotti
Production A Madre
tinyurl.com/888ne2rw
VOLVO Volvo Reality
Agency Leo Burnett Tailor Made, São Paulo, Isobar, São Paulo
Creative Direction Marcelo Reis, Pedro Utzeri, Marcio Juniot, Marcelo Bruzzesi
Art Direction Vitor Menezes, Maicon Pinheiro Copywriter Alexandre Freire, Pedro Furtado Director Paulo Staliano
tinyurl.com/u837deuj
HONDA CIVIC: TYPE R CONCEPT The Other Side 2015
2015
Cardboard specs are hooked up to a mobile phone to provide a 3D simulation of a ride in the new Volvo.
Two different stories are recounted by Honda, with interactive keyboard controls enabling the user to toggle between the two.
[Mike Caguin] “As a maker of fine automobiles, it makes perfect sense to hitch yourself to the latest and greatest from Google: cardboard. Don’t be fooled. Google Cardboard folds into an ingenious virtual reality headset, making this launch of the XC90 a little more special for those Volvo enthusiasts.”
[Mike Caguin] “You know you’ve come across something special when you’re immediately humbled and feel sick to your stomach about the simplicity of an idea that is executed brilliantly. The simple interactivity is fun, while the film is completely thought through. Bravo.”
Agency R/GA, New York Creative Direction David Decheser, James Murphy
tinyurl.com/mrx89x5j Lürzer’s Archive
Art Direction Pablo Honey, Iglesias Carolina, Josh Yeston Copywriter Keith Byrne, Jay Zasa, TJ Walthall
Director David Mellor Production R/GA Content Studio, Framestore
Agency Wieden + Kennedy, London Creative Direction Scott Dungate, Douglas Graeme tinyurl.com/yjje3xdx
Art Direction Tony Davidson, Kim Papworth, Scott Dungate, Tim Vance, Paul Knott, Douglas Graeme
Director Daniel Wolfe Production Somesuch
photography: johannes-kuehn.com
schinken studio
keeping it real in postproduction creative retouching and cgi www.schinken.studio
represented by fox creative la:818 558 1225 ny:212 375 0450 info@foxcreative.net
www.jeffludes.com jeffludes
AUTOMOTIVE SPECIAL Lürzer’s Archive Special Report
Summary With car brands embracing NFT and blockchain, electric isn’t the only major shift on the horizon. While there’s a huge amount of buzz about the metaverse right now, its basic elements have been with us for a long time. Car brands have been experimenting with virtual reality, augmented reality and video game integration for a while, albeit some more successfully than others. In our tour through the past decade of some of the most indicative auto work, what always remains prominent is the old need to get noticed. The best potential flops if it does not engage the audience while semi-commodity products leap into life within a brilliant communication idea. Whether potential customers are picking a car to drive in Fortnite, spotting a billboard on the morning commute or sharing the latest blockbuster Super Bowl commercial with friends, brands have a multiverse of opportunities to connect with their audiences today. Getting the media mix right has perhaps never been more complicated or creative – indeed the media can sometimes almost be the idea – but to really stand out, as the selection here shows, great advertising still needs great craft to carry the message into the dreams and aspirations of the target audience. Having a winning car ad may be getting harder as the marketplace doubts the old tech and even questions the very point of buying a vehicle. But if it is tough to do, then the tough get going... and 2020s automotive may be the territory for standout work. And to think it all started with that sharply-worded horseremoval ad of more than 130 years ago.
AUTO22 the new drivers behind automotive creativity
LÜRZER’S ARCHIVE AUTO22 Cover: Agency TBWA\Chiat\Day, New York Creative Direction Chris Beresford-Hill, Al Merry Art Direction Pierrick Jegou Copywriter Aste Gutierrez Illustrator Bastien Grisolet
Publisher & Editor-in-Chief Michael Weinzettl
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Brand and Design Direction SIX Contributing Editor Maeve O’Sullivan Editorial Research Josh Lambie Ad Sales USA Claudia Coffman Ad Sales International Kate Brown Sheila King Database Coordinator Ovidiu Cristea Website luerzersarchive.com Ad sales sales@lurzersarchive.com Editorial editor@lurzersarchive.com
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