Recently, a research report issued by the Institute of Sociology of the Chinese Academy of Social Sciences said that next year, the number of cars owned by every 100 households in China will reach 20, which will enter the globally accepted threshold for automotive society. Automobiles are playing an increasingly important role in the current society, and there are more and more advertisements about cars. From the simple introduction of the first-ever model functions to a wide range of straightforward announcements, to the current direction of microfilm development, around the car to develop a variety of stories. We have selected some very unique car stories for everyone to enjoy.

The most international children Po Chun 630

Ad Scenario: Horseback Riding, Driving Scenario Advertising Actor: Ordinary Actor

Advertising content: Advertisements are based on stories of people, horses, people, and cars. Advertisements start with the feelings of children and horses. From childhood when they were riding horses to growing up and riding, advertising heroes and horses cultivated a kind of friend-like emotion. With the advent of the Baojun 630, people ride horses and gallop across the screen, and the pictures of people driving in a car blend with each other, and express the feelings of people and cars through the emotions of people and horses.

The crowning touch: Unlike many advertisements, which are dominated by celebrity cards and technology cards, the feeling card of the Baojun 630 advertisement touches consumers' softest places at a lower cost.

Comments: Emotional resonance can help consumers to accept a brand new brand, and coincides with the promotion point of Baojun Auto's "reliable partner". In addition, when the audience was still immersed in the intimate feelings of people and horses, a Po Chun 630 galloped out and cleverly connected and developed with the story. The unconventional advertising idea is indeed a bit international, and it has raised the level of Baojun, an originally unknown brand.

The most intriguing and enlightening Roewe W5

Advertising scene: the mountains of Southwest China

Content: The posterity of an American Flying Tigers player reveals an old photograph of an expeditionary pilot. It is this picture that evokes the dream of tracing his father’s footsteps. He drove the Roewe W5 to revisit the expeditionary military frontier and traveled to Daixi to seek out the Chinese comrades who fought side by side with his parents.

The crowning touch: “Everyone is their own hero, and each road can become a legend.” The inspirational slogan at the end of the movie has impressed many people.

Comments: Short tens of seconds of commercials, but like a wonderful historical documentary. The Roewe W5 with its wading in the adverts shows a tough hero like the hero of the war. Whether it is the maximum climbing ability at 35.72 degrees or the maximum wading depth of 520mm, the details highlight the performance of the W5 as a professional four-wheel drive SUV. Advantage.

The most through Peugeot brand advertising scene: technology through the scene

Advertising Content: Advertisements began with Peugeot inventing coffee grinders in 1840. With the coffee grinder flying, various components suddenly split and quickly assembled into a Peugeot bike. At the end of the ad, Peugeot's new lion came out with various spare parts.

The crowning touch: The combination of fashion and technology sense is like a miniature sci-fi crossing.

Comments: Advertising conveys to consumers the history of Peugeot's two centuries of history and its long history of cultural heritage, allowing consumers to have a new understanding of Peugeot.

The most popular MINICOUNTRYMAN

Advertising scene: narrow crowded city streets

Content of the advertisement: A red MINICOUNTRYMAN staged a split-body technique in the downtown area, allowing the flexible body to move freely through the narrow streets.

The crowning touch: When passing by the traffic police, the MINI Countryman became a “good citizen” for a second. When he left the traffic police, everything turned out to be original, relaxed and humorous.

Comments: Whether in the automotive or fashion world, MINI is always the focus of attention. MINI COUNTRYMAN advocates "swimming", which is actually a kind of free spirit that rebels against the trajectory of everyday life. When you are tired of irritated city life, you may want to release yourself from daily life pressure and leave for a short time.

The most Hollywood style Mercedes SMART

Advertising scene: crowded downtown streets, narrow alleyway advertising actor: basketball star Kobe Bryant, model Lu Yan

Content of the advertisement: Lu Yan opened an art gallery in the prosperous area of ​​the city. One day a man in a suit and a suit took a picture, and Lv Yan chased out the door and pointed to the gallery thieves to greet the driver Kobe “catch up”. Kobe carried Lu Yi in a flexible space between the vehicles and eventually turned into an alley and forced the thief into desperation.

The crowning touch: Kobe drives the smart chase thieves, staged a good show of seeing empty drill cars and heroes helping beautiful women chasing thieves.

Comments: The height of only about 1.5 meters of the car, to be installed Kobe Bryant 1.98 meters tall, there is a model almost the height of Lu Yan, you have to be impressed by the large space of this car.

The most shining Mercedes-Benz E-class advertising scene: Mercedes-Benz E-Class interiors, restaurants, and Panshan Road advertising actor: George Clooney

Content of advertisement: The actor and his girlfriend went on a date and found that a reporter was observing. The male lead drove away from the scene in person and went through the forest to a quiet appointment.

The crowning touch: This is the first time Hollywood stars have appeared in the global brand TV commercials in the Chinese market.

Comments: Mercedes-Benz E-class is one of the models that successful people are willing to choose. A successful person not only has the courage to cheer and glorify the spotlight, but also has the desire to return to the quietest space in the heart.

The most ridiculous concept S1

Advertising scene: Tangshan, Mentoring, 4 people in the 21st century Advertising actor: Tang Yao, Sun Wukong, Pig, Sandy, Bailongma

Content of advertisement: The theme of concept S1 is prominently “having ideas and will be able to be achieved”. The story of the Tang and the teacher-tuitionists who read the scriptures moved to the 21st century. As Tang Yu’s way to see an idea S1, he said to the apprentice Sun Wukong, “That It was for the division." So the Monkey King immediately changed one, and the mentor left the White Horse and drove on. The pig asks Master a profound question. “Master, can this be considered spiritual practice?” replied Tang, “firm belief, where life does not practice.”

The crowning touch: The story of Tang and his disciples who went to the West to learn about the scriptures was unknown and nobody knew about it. However, after linking the car with this story, they were teased by netizens as “Driving you to the west”, which is unlucky.

Comment: Concept S1 also played the slogan of “new benchmark national car”. Since the creative idea of ​​this advertisement should reflect pragmatism, this advertisement actually has the arduous desire to link a car with “belief” and “practice”. Together, I lost my true reality and laughed.

The most storylined JEEP Wrangler advertising scene: The prosperous metropolitan city and the unnamed rural advertising actor: Yan Liu, a fresh and elegant girl, and some extras

Content of advertising: With the help of her parents, Liu Zai has a bar in the bustling area of ​​the city. Among the group of alcoholic friends, Liu felt that the days became more and more boring. One day when he woke up, he drove JEEP to an unknown town and met a quiet, fresh woman in a teahouse. Later the girl left. Then bid farewell to the parents bought the teahouse, named "here" and stayed.

The crowning touch: Liu opened the JEEP aimlessly through the mountains, splashed through the woods, and through continuous movement, Liu Zai’s face showed a different indifferent attitude in the past, and the voice-over “in the world Whether or not there really is a peach blossom source? No one knows, but the most important thing in life is to look for the true self."

Comments: This advertisement uses the expression of flashback, the advertising begins, Liu Zaiyi has already lived in the nameless town, and then the time turns back to Liu Zai's former black and white inverted urban life, tells how a rich second generation is out of confused life. This advertisement completes the elaboration of the spiritual meaning that the entire model can bring to you in a story-telling manner, which is more likely to arouse the resonance of consumers.

The most sci-fi advertising Dongfeng Citroen Sega advertising scene: frozen lake and mountain advertising actor: Sega hatchback and sedan models

Advertising content: On the frozen lake, the hatchback's Sega suddenly turned into a Transformer, stepping on a skateboard to glide on the ice, swiftly crossing the tight bend and jumping over obstacles in the agile position; and the Sega Seika is on the mountain road. Transformed into a Transformer from time to time, with his owner mad, attracted the startled eyes of passers-by, and eventually allow the owner to arrive at a friend's meeting place on time.

The crowning touch: borrowed the Transformers image of the time being normalized, and the distortion effects were also handled more scientifically.

Comments: Citroen's overseas advertising preferences reflect its brand connotation with light effects and artistic design. Domestic advertising will become more practical. Sega's advertising creativity can not only be favored by Transformers fans, but also infuse the soul of the product into this product.

Essays Chinese car ads in China, not only car ads lack of creativity. The style of food advertisements is always a happy one. There are always stars as models in the clothing category. The service class always has a uniform with a high-fat smile and the beautiful woman smiles. The car class always creates a social elite man and drives the car. In a few moments, I will draw architectural drawings and I will do a presentation of the results.

However, this is also the result of national conditions. After all, automobiles are still luxury goods. Plus, people in China are more like to face, so advertisements are desperate for luxury. For some developed countries, cars have long been an indispensable tool for family travel, and advertisements tend to be interpreted from the perspective of a small person. Take the new Passat as an example. The country speaks in Jiangwen and takes high-end routes. Elites, beauties, and helipads must not be less; look at the overseas version - a child dressed as a "Star Wars" warrior, and use the super fantasy. Moving objects, but repeated attempts are futile. In the end, he ran to his father's new Passat to win power. Suddenly the headlights turned on! He was pleasantly surprised, but he did not know that his father secretly started the car with a remote key.

Having seen an overseas advertisement, it was said that a group of rich people lived in prisons filled with red wine and luxury goods. Two people escaped from prison one day. One of them was repatriated because of inertia, and the other was jailbreaked. Audi fled. This "alternative high-end" idea gives the product a refined soul. However, some immutable "jail-style" advertisements will sooner or later make people feel tired.