With a Smart, you do not go off-road in the jungles or the desert. But you do it in the city jungle. Check out this Smart ad from Germany. You probably wonder why did Smart even produced this spot. But one thing in an automobile ad is to have every angle of the car covered, in addition to some technical details of the car. Enjoy.
You may not notice:
That the Smart is a rear wheel drive
That the Smart doesn’t topple over because of amazing centre of gravity
That the Smart has cool wipers
That the Smart hit the Merc and doesn’t give a shit
That the Smart can be slotted in the smallest of space
That the Smart is a city off-roader, pavements mean nothing
Logos today as we see are simple, clean and straightforward. The symbol of a brand – that we call a logo now – is as important as its colors. It is critical to evolve with the technology and trends of the future to stay in touch with the customers / consumers.
Here are some examples of iconic brands that have changed or evolved their logos from their very humble beginnings to today’s success.
An absolute out-of-the-box design concept by the peeps from Shalmor Avnon Amichay/Y&R Interactive [www.yr.co.il] from Tel Aviv, Israel. Totally dispatches Mercedes-Benz from the norm of displaying their best automotive model, and to tell the story of how their cars are made, designed and marketed.
The copy reads:
I am the left brain. I am a scientist. A mathematician. I love the familiar. I categorize. I am accurate. Linear. Analytical. Strategic. I am practical. Always in control. A master of words and language. Realistic. I calculate equations and play with numbers. I am order. I am logic. I know exactly who I am.
I am the right brain. I am creativity. A free spirit. I am passion. Yearning. Sensuality. I am the sound of roaring laughter. I am taste. The feeling of sand beneath bare feet. I am movement. Vivid colors. I am the urge to paint on an empty canvas. I am boundless imagination. Art. Poetry. I sense. I feel. I am everything I wanted to be.
The copy is strong. Extremely. It tells a story. A story that makes you feel safe and secure. It speaks to the heart. Captivates you. Buy a Mercedes-Benz. They know who they are and who you are.
*Updated (12th May 2017)
It just struck me that many of us drive the cars, but don’t know their slogans. Well, IMHO, many doesn’t care as long as the brand’s badge is still plastered at the front of the grille. I guess as Ad people, we look into the finer details and attention to a certain brand. Anyway, just for general knowledge, I have listed down a bunch of Top Automobiles and their corporate slogans / taglines.
ASTON MARTIN Power, beauty and soul
AUDI Vorsprung durch Technik
ALFA ROMEO Power for your control
BMW The Ultimate Driving Machines
Sheer Driving Pleasure
BUICK The new class of world class
CADILLAC The new standard for the world
CHEVROLET Excellence for Everyone
Find New Roads
CITROEN Creative Technologie
FERRARI We are the competition
FIAT Driven by passion
FORD Go Further
HONDA The Power of Dreams
HUMMER Like nothing else
HYUNDAI New thinking, New possibilities
JAGUAR Grace, space, pace
The Art of Performance
KIA The Power to Surprise
KOENIGSEGG Spirit of Performance
LAMBORGHINI Follow your ears
LAND ROVER The best 4×4 by far
Above & Beyond
LOTUS For the few who know the difference
MASERATI Excellence through passion
MAYBACH Excellence defined
Icons of Luxury
MERCEDES-BENZ The Best or Nothing
MINI It’s a MINI adventure
MITSUBISHI MOTORS Drive@earth
Innovation That Excites
PERODUA (local hero) Building Cars, People First
PEUGEOT Motion & Emotion
PORSCHE There is no subsitute
PROTON (local hero) Committed to be better
It’s in the Drive
RENAULT Drive the Change
Passion for Life
SMART Open your mind
SUBARU Think. Feel. Drive.
Confidence in Motion
TESLA Uncompromised Electric Vehicles
TOYOTA Moving Forward
Let’s go places
All About the Drive
VOLKSWAGEN Das Auto
Volvo Volvo. For life.
What do you guys think? It was crazy looking for all the slogans as many have ad campaign slogans / punchlines. Certainly hope all is in place. Do correct me if I got something wrong here. Hope you enjoyed what your brand thinks of themselves and how they want you to feel about them.