Whether on television or in print, I haven't noticed a great car advert in a while. Have you? Admittedly this topic is a swamp of diverse tastes, ideology, target audiences, brand ethos and the war of sexes. Regardless of risk, please move aside. I'm diving in.
A car advert is a complex undertaking, more so when it involves any of the million garden varieties of cars. It's easier for performance cars. They snort, scream and make smoke while going sideways; all the fiery ingredients needed to craft a terrific car ad. Look to the roaring past before Google, Twitter and Instagram. Ad agencies filled our screens with exciting and entertaining ads all round, some even featuring legendary wheelsmen like Sarel van der Merwe flaunting the smoky business end of a performance car. Borrowing from modern colloquialism - it was lit!
The quintessential car advert has evolved rapidly into a mind-numbing, unimaginative moment in time. The old way was great. Simpler times meant better adverts. The gist was translated in clarified, memorable simplicity. Unforgettable car adverts include Continental Tyres' where an Opel Kadett is driven ragged on a makeshift road course atop a skyscraper - making heart-stopping braking manoeuvres so precariously close to the edge you'd jump out of the sofa...