The creativity of automobile commercials has been decreasing as Advertising Standards Canada (ASC) banned depictions of unsafe driving. Without shots of cars speeding, skidding, and drifting to show off their high-performances, how can marketers attract customers? To counter the ASC rules, the companies’ creative teams have found a loophole within the rules. As long as it is clearly fake, they can show unsafe driving. Therefore, new campaigns have been using animation to sell cars.
Such as the Nissan Juke commercial, each advertisement is shaped like a movie trailer. Also, it vastly resembles a video game, taking a whole different approach. Since many people in their target market are avid gamers, these types of commercials are rather attractive. Even to people like me who are not especially interested in cars, the advertisements are captivating because it feels as if I am watching a movie. As well, having such a unique approach allows the commercial to linger in consumers’ minds. However, to make sure that the campaigns do not violate the new guidelines, they cannot be shown on TV or in cinemas. Therefore, they utilize mechanisms on the internet such as YouTube (Nissancanada). YouTube definitely lowers advertising costs, and reaches a larger audience as anyone around the world can view it. Since consumers can offer feedback through comments, it leads to better communication and companies can also acquire a better sense of demand and consumer wants.
