May 7, 2013
The Evolution of Automotive Advertising
Young car connoisseurs have had dreams fulfilled since 1968, when toy company Mattel introduced Hot Wheels onto the market. For a handful of quarters, and hardly any thought, children have been able to make exciting palm-sized purchases.
“Buying a car” almost seemed easier when after-school snacks and Saturday morning cartoons filled the days. Now, as an adult making an important vehicle purchase—one that fits both the bill and lifestyle—the process has evolved from spare change and pocket-sized dreams, to a well-thought-out and important consumer decision.
In the ‘50s, advertising was hard-selling and tedious. Ogilvy & Mather, an agency known for their soft-sell advertising approach, rejected the industry standard with a single car advertisement.
In 1959 the agency debuted a print ad for high-end car client, Rolls-Royce. The copy-heavy print piece featured 13 buying benefits, along with a headline that read: “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.”
The iconic advertisement helped spawn a creative revolution in the advertising world, not just for cars, but for all products. It challenged industry standards, shifting the established norm of hard-sell to soft-sell, creating visually impactful advertising.
Technology, improved research methods, trial and error, and pure creative energy have helped fuel the evolution of car and dealership advertising. Yet, with the evolvement, the foundation for marketing cars has not been lost, as the primary focus has always been on the customer.
At Clark Creative Group, we too understand and follow a client-driven focus. As an industry leader for dealership advertisements in the Omaha metro and Midwest, we strive to complete the best possible work for our clients.
Following the CCG mantra—Ideas, Action, Results—our creative team has implemented strong brand identity and full marketing strategies for dealerships over the past decade.