I will admit that I am in the market for a new car, so maybe I am especially susceptible to car advertising at the moment. Two car commercials have recently caught my attention and made me pause to watch them: one for the Honda CR-V and one for the Kia Spectra.
First up, the Honda CR-V. Last year Honda launched the CRAVE campaign – cute idea that plays on the CR-V name and is a bit reminiscent of the Toyata Camry’s “My Car” campaign. Clever. There is one “Crave” commercial that is different from the others in the campaign: it transforms cookie dough into the CR-V. All the other spots “fill” the car with the “craved” food or drink. I was watching this commercial without the sound on the television and the cookie dough drew my eye to the screen, away from my conversation. I wonder if they were targeting me? I was watching “My Big Fat Greek Wedding,” it was 8 PM and a cookie sounded good to me. All of the sudden, the CR-V looks like a cute car for me. Creative execution combined with strategic media buy, and now I am a potential CR-V driver. Check out the spot.
Second, the Kia Spectra. This spot uses two things to make it stand out: music and a current event. The song is catchy and ties perfectly to the story the spot is telling. The spot shows Kia drivers pulling up to the gas station and always ending up on the wrong side of the gas tank. Obviously, the idea is that you have to fuel up so infrequently in a Kia Spectra, that you forget on which side your gas tank is located. Even my dad got it and it sparked a conversation about the monthly cost of gas. The spot works. Here it is: