Volvo V60 Ad

by Auto Advertising on October 27, 2016

We’ve seen different versions of this ad in different national markets, so we deduce that it was created for numerous markets.  Also, with the car in left hand drive, it’s a safe bet it wasn’t made specifically for the Australian market.

The Advertising Standards Bureau received a complaint about the Australian version of this advertisement and it was subsequently modified for Australian television by Volvo.

Annoying the wowsers may have been part of the strategy here.  Not a bad idea, especially to increase viral and WOM marketing.

Volvo has some impressive pedestrian protection technology, so baiting this ad for criticism from pedestrian safety promoters may have been a strategy to start a fight to subsequently highlight how much Volvo do to protect pedestrians.  Not many Automotive companies could do this and it does seem a clever move on Volvo’s part.

What’s the Message of this Ad?

The V60 is sporty and engineered for performance.  And has room for pets.

Pretty clear message, with a few powerful implications to boot.  Good job, Volvo.


The AIDA Test for this Volvo V60 Ad

Does it get your attention?    Yes.  The music demands attention and there are reasonably compelling visuals.

Does it create interest?     They pushed the boundaries a bit with the “pedestrian advocates”, but the driving, the setting and the pet panther are all out of the ordinary.

Does it ask or urge you to make a decision?  Oddly, no.  A bit like a streaker exposing himself, this ad gets some shock value but doesn’t actually ask you to take home what it’s shown you.

Does it compel action?  Hmmmm.  Not really that I can see.  Yes it ends with a Volvo logo but no mention of website (, by the way) or encouragement to test drive.

It scores a 2 out of 4 on the AIDA test.


This is one of the better thought-out ads we’ve reviewed lately.  Great visuals and good music.  Good, clear message.  Prompting a decision and a call to action would have finished it off nicely.




Ford Territory Advertisement

by Auto Advertising on October 24, 2016

This one has me scratching my head.  Hard.  Til it bleeds.  WTF?  The new Territory was launched and this is an extended version of one of the main TVCs for it.

There is a Powertrain Engineer called Jess Riseley who takes a new Territory diesel to see all her Facebook friends on one tank of fuel which may deliver a range of up to 1,000 km.

1,000 km on one tank is not a unique selling proposition – there are other cars on the market capable of that range, but I’ll keep watching – what else have you got?

I waited for the payoff for watching this ad and there wasn’t any.

There are some interesting ingredients in this ad:

  • Angle: Get someone intimately and emotionally involved in the design/production of the car to tell a story.
  • Mangle: Use that hand-held Blair Witch camera technique.  Keep twisting and shaking the camera. They use it on Modern Family, too.  It must be good.
  • Jangle: Some jangly guitar music by a non-mainstream band (apologies to Tiger Choir fans)
  • Spangle:  Show at least one sunrise. And a sunset.  And kids.  Kids are cute.  And pets.  Pets are cute.
  • Fangle: Use some of that new-fangled social media stuff – like the Facebooks or the Twitters!

Stick all ingredients in a blender and serve up whatever goop pours out.  And throw a lot of money at it every month at it on TV.

In discussions with friends and colleagues about this ad some of the responses to this ad have been:

  • (Tongue in cheek) Wonder if Jess is a xenophobe with all of her 236 Facebook friends capable of being visited within a 1,000 km trip.
  • Haven’t they got anything good to say about the car?
  • Are Ford promoting an anti-environment message showing one person driving around alone in a large SUV?
  • Why don’t any of Jess’s friends say “Wow!  Cool car!”  One of the best things about having a new car is having your friends notice it!

What’s the Message of this Ad?

We’ve looked hard.  This ad is easy pickings for jokes – but a real marketing message?  Can’t find one.


The AIDA Test for this Territory Diesel Ad

Does it get your attention?    Eventually, after a couple of months of relentless pounding on TV.

Does it create interest?     In Facebook? Yes.  In the Ford territory? It didn’t even interest Jess Riseley’s friends!

Does it ask or urge you to make a decision Only to change channels.

Does it compel action?  Nope.


From everything we’ve heard and read, the Territory is a reasonably good car.

Along with the other Territory ads, this ad does not do it justice.


Honda Civic Ad

October 23, 2016

Here’s another automotive advertisement that makes me shake my head.  Then scratch it.  Then bang it against the nearest wall. WTF? We work with several Honda dealers and they were aghast at this. Honda has done it tough in the Australian market for the last few years.  Stock supply has been hampered by the Tsunami [...]

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Nissan ‘Our Shout’ Ad

October 10, 2016

In the week of 8 September 2012, there were some remarkable occurrences in Australian football finals.  Both the AFL and the NRL started their 2012 final series… In the NRL, Melbourne created an 18-0 lead over Souths by half time and went on to win 24-6.  North Queensland also got an 18-0 halftime lead over [...]

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AAMI Rhonda Ads

October 3, 2016

_ The legendary internet marketer John Reese says everything in marketing starts with measurement.  This includes researching your market effectively.  From what we can see, AAMI have done some great market research and measurement in planning their series of ‘Rhonda’ advertisements. AAMI’s ‘Rhonda’ ads appear to be targeted very specifically at certain potential customers: Predominantly [...]

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