- The irresistible sex factor of classic cars
- People long for something solid
- Konrad Webner, Pulse market research
The irresistible sex factor of classic cars
Even if you might think that Solveig Mørk Hansen has recently been promoting a spade, it is still a campaign by the exclusive lingerie label Agent Provocateur. U.N…An unusual car goes well with an unusual advertisement: the model is in the trunk of a Ford Thunderbird V8 from 1959
Source: Agent Provocateur
Because vintage cars arouse more emotions in the public than modern cars, beer brewers and fashion companies have discovered them as an advertising motif. The automotive beauties are staged alongside top models.
D.he beautiful blonde hugs her bearded companion happily. "What are you thinking about right now?" She whistles in his ear. He looks to the side and says relaxed: "To the most valuable thing that I have." The woman is delighted. "Ahhh, you are so cute," she whispers and kisses him lovingly. But his gaze has already wandered, through the window down to the courtyard, where his old red Volvo P 1800 is. “Whatever is dear to you”, a stern male voice from the off interrupts the romance – and carries the advertising message of a car insurance.
Classic cars are about to take over advertising. The industry places classic vehicles on posters, in advertisements, in TV and cinema spots; sometimes prominently staged as an object of desire, sometimes as beautiful accessories next to equally beautiful models or actors. The industry has recognized: With their unmistakable shapes, the old cars arouse more emotions in the audience than the often monotonous design of modern vehicles.
Top model Naomi Campbell and the 1959 Ford Thunderbird V8 advertise lingerie
Source: Agent Provocateur
The fashion industry in particular loves historical sheet metal as a visually appealing bonus for models in high-priced textiles. And in the fashion sector, on the other hand, luxury labels seem to have a particularly strong affinity for old automobiles. Gisele Bundchen leans lasciviously over the engine of a Mercedes S-Class W126 for a jeans brand. The British underwear brand Agent Provocateur Bundchen’s colleagues Naomi Campbell and Solveig Mørk Hansen are draped next to the sweeping contours of American tail fin giants.
And even the food discounter Lidl invites you to dream – with open US convertibles from the 1950s and a beach panorama. Sometimes the precious is just a discreet companion and a projection surface for exclusive requests, as with the jewelry manufacturer Tiffany & Co. In the “Will You?” Campaign, which already caused a stir with a gay couple as a testimonial, a straight couple is now sitting in with a smile an old roadster. The only indication of the expensive precious metal is the chauffeur’s wedding ring.
People long for something solid
Behind the retro trend lies an increasing “longing for analogue experiences”, as Ralf Heuel, managing director of the Hamburg advertising agency Grabanz und Partner, suspects. “People long for something real, something true, something with history, something with a patina,” says the classic car enthusiast. "Anyone who is confronted with virtual reality at the push of a button on their computer or on the Internet all day longs to experience something tangible again."
Even car companies sometimes conjure up historical competence rather than modernity when it comes to the beauty and sensuality of the automobile. Mercedes-Benz is sending its Formula 1 drivers Lewis Hamilton and Nico Rosberg, together with model Dree Hemingway, in front of the camera for a “World Champion of Fashion” fashion campaign – and with them a Mercedes C 111 in the spotlight. The angular and extremely flat two-seater was a successful prototype for various tests with rotary engines and record drives in the 1960s and 1970s.
Star photographer Peter Lindbergh shot the “Will you” campaign for jewelry manufacturer Tiffany. A couple in love sits smiling in an old roadster, the Schm…You can only recognize uck on closer inspection. The man wears it on the ring finger of his left hand
Source: Tiffany & Co. – Peter Lindbergh
At competitor BMW, in-house youngtimers play an important part in current campaigns. The 2 Series Coupe, for example, is flanked by an orange 2002 from the early 1970s. For spots for the new 3 Series in Great Britain, earlier 3 Series models are also included. "We do that when we find a clear and logical reference in the vehicle history and want to create a reference to a historical vehicle," says Uwe Dreher, who heads brand communication for the Munich-based company.
Service providers who fill the gap between advertisers and cars benefit from the increasing demand for classic cars in advertising. Agencies and production companies get the nostalgic extras from people like Markus Zimmermann in Cologne, who maintains a pool of 250 vintage cars and lends them out for film and photo productions, among other things.
Classic cars have never reached forecast heights and have become an exploding industry. The emotionality that is in there offers effects that advertising can put to good use.
Konrad Webner, Pulse market research
Business is going well, says Zimmermann. The green, almost 40-year-old Opel Diplomat, whom "the last bull" Mick Brisgau chauffeured in the television series, also comes out of his stable. The early evening series contributed a lot to the popularity of the precious items in advertising, says Hans-Jorg Gotzl, editor-in-chief of the specialist magazine "Motor Klassik". But there is also something of a mainstream among classic cars. According to Gotzl, the well-known premium brands with a history such as Porsche, Mercedes-Benz and Jaguar are particularly in demand.
For Konrad Webner from Puls Marktforschung in Schwaig near Nuremberg, the growing preference for old sheet metal in advertising is the logical consequence of the general enthusiasm for vintage cars. “They never reached forecast heights and have become an exploding industry.
The emotionality that is in there offers effects that advertising can put to good use. ”The target group is large. The Allensbach advertising media analysis determined that 19.9 percent of the German-speaking population are interested in vintage cars. That’s around 14 million people.
Nice setting, nice man, nice clothes, nice car. Even if you can’t tell at first glance – in this campaign by Salvatore Ferragamo, the S…MTO Driver branded shoes. The classic car is a Lancia Aurelia B 24 Spider from 1954
Market researchers and those familiar with the scene are firmly convinced that old cars will continue to play an important role in the advertising industry in the future. Examples of successful campaigns abound. "The mother of all advertising staging of oldtimers comes from Konig Pilsener," says Heuel. The story is simple: a good-looking young man restored an equally good-looking red Porsche 911 himself, and as a reward he treats himself to a beer.
In fact, the 2015 campaign by the Bitburger brewing group’s subsidiary entered its fifth year – an unusually long time. And it has left deep marks. “The motif with the red Porsche in particular was very well received and was communicated exclusively for more than a year,” says Marc Baron, spokesman for the Konig Pilsener in Bitburg. Fans and members of Porsche clubs called the brewery to get the corresponding advertising posters.
The brewer can no longer do without a Porsche. In the current spot, a beer lover rewards a worker in a street scene with a pilsner. A red old 911 was placed in the background.
Konrad Webner, Pulse market research
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