Cars are inherently exciting. Yet somehow, the approach to automotive advertising favored by the industry is to make their vehicles indistinguishable from one another.
Individual car commercials can be captivating, fun, and cute. They make headlines, especially around events like the Super Bowl.
But you’d be hard-pressed to find a distinctive brand under all that stunning scenery, all those jokes, and all those expensive celebrity spokespeople. It’s almost as if car brands are all trying to be exactly like one another.
Meanwhile, insurance brands have managed to build engaging, brand-building advertising around a topic that puts most people to sleep. How’d they do it? Communicus CEO Jeri Smith reveals all for MediaPost Marketing: Automotive, detailing the advertising strategy car makers can learn from insurance companies.
