Recession Auto Ads that Make You Smile ?

Creative Auto Advertising: An Expression of Joy

As weary as we all are of hearing commentary on ‘the recession’ and ‘the bad economy’, one can’t help but pay attention to how companies are spending on marketing, and how brand identities are changing according to consumer’s financial situations. Creative advertising is key, and two auto companies are sensitive to consumer’s acute awareness of their shrinking wallets, but relieving all of us of the dreary “If you lose your job, it’ll all be ok!” car commercials.

After watching the two newest BMW and Toyota ads, I noticed two (very) different auto companies sending the same message to their target consumer: Just Be Happy. It’s no surprise that during tough financial times, the world just wants something to feel glad about, but seeing it in auto ads is unexpected – and very smart.

With their “Expression of Joy” campaign for the new Z4 coupe, BMW targets a consumer who would revel in driving a beautiful, inspirational car, and experiencing art for art’s sake. In their colorful 2010 Prius ad, Toyota wants their drivers to feel good, if not downright giddy, about making an environmentally and economically responsible choice. The bottom line is that whether your car makes you want to joyride on canvas with paint-covered tires, or sing along with baby butterflies and bouncing flowers, the point is that you’re darn happy about it. You’ll be so happy about your new car, you might not even have time to fret about payments!

If you have not yet seen these ads, you can view them here. Warning to readers: prepare to be very, very cheery.

http://www.allaboutprius.com/blog/
http://www.bizzia.com/
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