An ode to the lemon
For anyone in the ad world, the word “lemon” is instantly recognisable – it was the genius of what once was, and could still be, the best advertising campaign catch-phrase ever created for a car by Volkswagen. This time capsule to the “mad men” era of advertising was the curveball that the ad world needed – the “different” and honest execution that advertising should be. Since the introduction of digital media and instant accessibility, however, automotive advertising has changed significantly. A number of brands have introduced interactive videos, like the BMW M2 360° challenge. Others have partnered with huge gaming platforms, essentially launching a car digitally to the PlayStation generation before any journalist. The use of technology and various digital platforms with an overall creative idea undeniably raises awareness for new product launches, which evidently increases interest and test-drive numbers at local dealerships.