Automobile Ads

Creative concept: I liked the creative angle that was given to the brand. As a brand with so much emotional capital, it was well employed to create a no-frills ad that spoke little and yet had an impact. A very visually strong ad too. I liked the light balance that has been used, especially on the product. Bold, in- your- face and prestige were the key elements that I feel come across strongly. The headline is very creative, commands respect. If I were to put myself in the shoes of their TA, I would definitely be enticed to go for a test drive or check out the website for more information.

The creative concept also banks upon the aura of mystery that it creates with the little information it gives out and the dramatic visual of the product. A good concept that was well -executed, for a good final effect.

The idea of replicating the black lines on the left hand side of the page, reminiscent of a typewriter is very well done. It lends an old-school feeling to the ad, but also brings in the toughness factor, that is a core Hummer attribute.

Layout: The layout of the ad is impressive, attention grabbing and bold. The movement of the eye from the Headline to the tagline and the image is smooth and seamless. It is a bleed layout.

Visual: The visual is very strategically placed on the bottom right of the page. The ad features a signature shot of the front grille, dead center, shot from a low angle and angling up. Very aggressively presented, letting the product speak for itself and creating an aura of mystery. It lends prestige and boasts of power for a brand already associated with 'ruggedness' and as a 'true-blue off-roader' drive.

The lack of color, except black and a little yellowish gold in the headlights is instrumental in giving the car the physical properties of power, no-nonsense and toughness, that could eat up the competition for lunch.. Except for the front bender, the rest of the car is silhouetted in the dark. There is a sort of typewriter feel given to the image. As if it's breaking news being sent out.

Headline: 'The Mountain came to the Alpha.' Creatively, it is a strong statement that complements the image completely. The font is black and big, which works perfectly, off-setting the white balance in the ad. The single copy is minimalistic and in a subtle yet bold manner, brings forth the power and strength of the new Hummer. It is interesting to notice the how the 'A' of Alpha has been capitalized and stands alone. It is very definite. It is easy for the reader to co-relate between the visual and the name of the car. It seems to make no-bones about the supremacy and leadership status. One more fascinating aspect of the ad is the use of the period in the headline. The savvy psychology of the headline is bound to grab the attention of the reader.

The tagline: THE 'NEW H3 ALPHA V8 IS HERE.' holds the ad together and gives it unity. It just gives the product name, but is the thread between the headline and the visual. It helps to convey the "Big Idea" smoothly.

White Space: I like the use of white space in the ad. It gives it an uncluttered look and draws attention to the headline and the visual. It helps position the ad appropriately with the target audience.

Strategy:

Objective: A Hummer needs no introduction. It is hard to miss. The main objective of the print ad was introducing a new player (Hummer H3 V8) in the market, thereby expanding the market for Hummer to a broader group of upscale individuals. Therefore the main objectives can be described as:

1) Create buzz

2) Reinforce basic core values

3) Increase traffic to their website

Target Audience: What came to me through this ad is that General Motors is basically looking to reach faithful Hummer users, the rugged, adventure lovers, who like their holidays to go off-track. Ones who know the brand and the reverence it holds for them. And then there are the Style leaders too, who have to get the latest, hippest bad boy in town. The ad is hence, bold and stylized.

* Core enthusiasts (current owners: Men 30-54, HHI $40,00)

* Prospective buyers (Men: 30-54, HHI $40,000)

Key Attributes: Prestigious, Luxurious, High-end

Core Values: Ruggedness, tough, adventure spirit, true blue off roader,

Consumer Insight: With regard to the Hummer, the TA doesn't want a lot of information. He wants to feel the brand. It is about entertaining the reader. Consumer insight shows that the audience wants the feel good factor of luxury and prestige as opposed to functional benefits.

Execution evaluation:

What I like about the ad: I believe that there are some brands that don't need to over- sell themselves, because there have already won the respect of the consumers regarding their key benefit. Hence, they only have to reinforce it. General Motors have done this ad with a single copy. The creative idea being- less is more.

* Engaging: The ad features a single copy headline, "The mountain came to the Alpha.' that underlines the ideas of power and respect. It kind of paid homage to the product, which would reverberate with the consumer's perception of Hummer. This ad kind of makes the brand the hero.

* Creative: It is positioned as brand with an attitude and air of exclusivity that would complements the user's attitude. It held on to core values like "tough", "power and "hard core adventure car" looking to strike a chord with the consumers. General Motors is right to stress the uniquess of Hummer as the Hummer products are much more distinctive looking.

* Lighting: The ad featured a signature shot of the front grille, dead center, shot from a low angle and angling up. The ad is very aggressively presented, letting the product speak for itself and creating an aura of mystery. It lends prestige and boasts of power for a brand already associated with 'ruggedness' and as an 'true-blue off-roader' drive.

What I don't like about the ad: The target audience to me is not very clear, as they have given no particular product details to help me distinguish it from the other breed of Hummers.

This ad was conceived