There’s a tricky dichotomy in auto advertising.
A car can represent freedom and possibilities, permission to literally and figuratively navigate the world around us without restraint.
Yet marketing an automobile is, in a way, inherently limiting.
After all, there are only so many ways to show a car cruising down the highway.
The feeling of control that comes from operating a vehicle is a sensation that can only be authentically captured in person.
How can a brand creatively reproduce that feeling for consumers outside the showroom while remaining fresh in the face of overused imagery?