Page 56 - Adnews Magazine May-June 2021

Driveaway ads
A key category in the advertising world, automotive ads have traditionally been showstopping commercials. But how do they fare today? AdNews asks creatives to share their thoughts.
WORDS BY
PAIGE MURPHY
CHRIS D’ARBON
Archibald Williams senior creative
Much of the current Australian automotive work has become a bit bogged down
in the “lifestyle montage of city slickers escaping the big smoke in their new car” trope. So it’s great to see a bit of much- needed humour and out-of-the-box thinking returning to the category.
Creative Review
ALDO FERRETTO
The Hallway creative director
There are not many product categories that reach the lofty heights the automotive advertising has traditionally attained, but sadly these days, not many car ads make it into that realm. This is a quintessential advertising sector that is screaming for a comeback, a new golden age, the next “ultimate driving machine” or “das auto”, for the great car work that automotive dreams are made of.
ADAM SMITH
Host/Havas senior copywriter
In a category where there’s not a whole lot to differentiate your products, you’d think creating a memorable brand, a point of difference, would
be important. Yet we see the same kind of ads time and time again. It’s why brands such as Volkswagen and, more recently, Suzuki stand out from the sea of sameness with insight, humanity and
a bit of fun.