Car advertising has moved way beyond aerial shots of sleek vehicles negotiating winding roads. Then again, industry change is rapidly accelerating.
Safer cars, smarter cars, cleaner cars, self-driving cars: the automotive sector has transformed utterly in just a few short years. And there’s no sign of anyone putting on the brakes. All this has proved fertile territory for creatives and their clients. The scene is set by the most-awarded piece in this sector, which deploys virtual reality. Other entrants show off their latest gadgets in a number of witty ways. A special mention for Audi and Proximity Barcelona, however, who chose to detonate the macho clichés that have pervaded auto advertising for decades. By the way, it’s notable that Audi, Volvo and Volkswagen are the only three brands in the top ten, which suggests that other automotive clients are in need of some creative turbocharging.
AGENCY: Venables Bell & Partners