What is the problem with car adverts today?
Modern car adverts are banal and insipid, and fundamentally failing to inspire a generation of car enthusiasts the way we were. Here’s why, it’s all down to the ASA draining the fun out of automotive advertising.
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Very good reportage and thought-provoking too, Shahzad.
Adverts need to be factual and at the same time also possess some ‘glamour’ to attract potential customers, not staid and boring (I recall someone in the advertising world in an interview once dubbed the ASA the ‘Publicity Puritans’, yes that just about sums them up!). It seems advertising agencies have to travel along a fine line in the motoring adverts (no pun intended!)
Can you imagine the fun and games when a company that sets out to build petrol and diesel road vehicles, saloon race vehicle options and also motor racing cars (say Formula 3 and Formula 2 to begin with) has to have adverts that don’t outline speed and competitive behaviour and yet that is what part of their business module is all about? I can also imagine that if the ASA had these Puritan policies years ago, ‘Scalextric’, Waddington’s ‘Formula One’ and ‘Racing Championship’ board games and my other favourite, ‘Championship Grand Prix’ by another British firm, with actual decent historical model racing cars, would have been barred for being ‘Competitive’, ‘Encouraging excessive and dangerous speeding’ and any other ‘cotton-wool wrapping’ comments to hinder sales.
Let’s hope the ASA don’t next target such computer game classics like ‘Grand Prix Legends’ (I’m off to learn and play that and join Graham Hill in Team BRM without the ASA trying to clip my ‘competitive, fast-and-furious speeding’! LOL!).
A return to traditional car adverts cannot come quick enough. my favourite still is ‘Capri, the car you always promised yourself’. The adverts certainly made me want to buy a Capri, in fact I owned two (Capri Mk III 1.6GL and Capri Mk III 1.6 ‘Laser’) among the many Fords I have driven over time.
Keep up the good work, Shahzad, and message me about how things are going with LOFRIX.
Regards,
Steve.
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