There’s a simple rule to follow if you want to make an ad about a car: make it total fantastical. Don’t mention traffic jams. Don’t mention the boredom of driving along motorways, the taxes and the emissions, the noise or anything else. Instead, make the car like a robot, or a dog. Make it jump between skyscrapers (I mean, who’d actually want to see what it’s really like driving in a big city?) or hurtle down mountain roads with no other traffic.
In short, when advertising a car, more than any other product, lie. Because we all know how crap driving really is, and all need some fantasy world dreamscape to picture when we get behind the wheel.
Connected: Advertising Makes Us All Poor