These car ads never disappoint.

Claude C. Hopkins, the father of modern advertising, once said: "A person who has never written automotive copy is not a good copywriter." This shows that automotive advertising plays an important role in the advertising industry.

Cars are a means of transportation for our daily travel, and comfort and safety are our primary considerations. With the rapid changes of the times and the continuous transformation of society, comfort and safety are no longer the only requirements.

Consumers are beginning to focus on the spiritual enjoyment of themselves and their families, which has directly led to the bosses of major automobile brands playing the emotional card.

The most noteworthy one is RCLUB, a luxury car-sharing service company from Toronto, which shot a 2-minute and 19-second advertisement using Ferrari.

The joy of driving should be shared

When the father returned home, he found his son still immersed in the pain of losing his mother, so he drove him to a square where a red Ferrari was parked in the center.

The son operated the remote control handle in his hand, and the red Ferrari turned along with his control. Instantly, a smile appeared on his face.

At the end of the film, the father turned around and the driver in the Ferrari waved to him with a smile.

It turns out that this car is driven by a real person, and the father rented this car to let his son know: Although mom will not be around in the future, dad will always be with you, and I want to make you happy.

This heartwarming advertisement of RCLUB touched many consumers and also conveyed to viewers the brand concept that "the joy of driving should be shared."

The brand builds its reputation and its warmth touches people's hearts. Similar to the advertising creativity of RCLUB, the micro-film series advertisements of the following two brands have also entered the hearts of many consumers, touching the hearts of viewers every minute and every second.

Lexus: The Untold Story

To the one million families in ordinary landscapes:

Life is like this, real and beautiful

In the passing of time day by day

You will see sparkling waves.

This time, Lexus invited two close friends of the brand, Wang Jingchun and Chen Shu, to shoot promotional advertisements for the Lexus series. From the selection of actors, it can be seen that Lexus has always adhered to the brand concept of insisting on quality and pursuing perfection.

Although I know this is a car advertisement, when I saw the words "untold story", out of curiosity, I couldn't help but click to take a look.

The film begins with a handwritten sentence from Wang Xiaobo, which sets the stage for the later meeting between Wang Jingchun and Chen Shu, and also sets the emotional tone for the entire film.

Time is everything a person has

This is the only thing that truly belongs to you.

Although the couple seems to be getting along peacefully and harmoniously, their marriage is actually in jeopardy. At a company meeting, when Chen Shu was told by a colleague that her husband's new book had become a hit, she was extremely disappointed with her husband Wang Jingchun.

Chen Shu asked Wang Jingchun to meet at the bar where they first met, and criticized him for not telling her about such an important matter as the launch of his new book. After that, she started drinking alone.

Suddenly the scene changed, and the husband's words "Is it delicious?" brought the two back to the scene where they met many years ago. The familiar dialogue and familiar tone made the two smile at each other.

Then Wang Jingchun took out his new book and showed it to his wife. On the title page of the book it was written: Dedicated to my wife.

To my wife:

I'm used to you getting up next to me every morning

It's no longer as special as when we first met.

Because we understand each other so well, no words are needed

In my eyes, you are air

Our relationship may be dull, but I can't live without you

This Lexus advertisement brought many viewers to tears. The heartfelt copywriting and unique advertising creativity made consumers feel the brand's dedication.

In addition, Lexus’ starting point this time is “Achieving Perfection at a Million Level”, which also echoes the original intention of Lexus to shoot this short film: to thank the 1 million users for their company and support.

Mercedes: When You See Me

When you see me

You will recognize me

This is a series of micro-film advertisements about "understanding" shot by Mercedes-Benz from the perspective of the intelligent voice system MBUX.

When they first met, the couple could talk about anything with each other. They disliked each other but loved each other deeply.

But as time goes by, too many details in life and the shortcomings of both sides are gradually exposed. Girls think that you should understand me even if I don’t say it, and boys think you don’t say it because you don’t care.

Day after day, the conflict became more and more serious, and finally one day, the girl broke down and cried and complained: Am I ignorant, or do you not understand me?

Fortunately, with the help of MBUX, the two people reconciled with the boy's singing.

In fact, most couples in real life are like this. Occasionally, they may wonder, "We are different in every way, why are we together?" But you have to believe that as long as two people maintain good communication, people in love will not drift apart.

Advertising guru David Ogilvy once proposed the 3B principle, which means that as long as beauty, beast, and baby appear in an advertisement, it will easily win the attention and favor of consumers.

The film abandoned the Beauty in the 3B principle and chose two highly expressive and powerful actors, Xu Anzhi and Xu Junhao. This brought the viewers closer to the brand and also enhanced the brand's affinity.

After watching these three car advertisements, even if you are an extremely rational person, you will be more or less moved by the stories told in the films.

Because these stories are so close to our lives, when watching the film, we seem to forget that it is actually a car advertisement.

So how can brands and stories co-exist? I think this is also the biggest concern of many brands. When they are thinking of an advertising idea, they want to showcase the brand while telling a good story.

You have to know that you can't have your cake and eat it too, but it doesn't rule out that excellent brands can always find ways to perfectly combine brand and story. The above three brands are well-deserved examples of the success of the Warmth brand.

Author: Du Shaojun

Source: Advertising Insights