The automotive world is evolving faster than ever. As technology becomes the primary point of difference between vehicles, it’s understandable that those without an electrical engineering degree are struggling to keep up with the slew of ever more complex models hitting the market. The rise of electric vehicles and hybrids has only compounded this problem, and as our Electric Is Now report outlined, if manufacturers don’t take the time to educate consumers as to the benefits of this new technology, they risk bringing the sector’s growth to a screeching halt.
Given that consumer attention spans are growing increasingly short, manufacturers are in a tricky situation. It’s very difficult to communicate the complex in a simple, engaging way, especially when under pressure to get an edge over competitors. It’s even trickier to do so whilst leaving a lasting impression.
It seems to us that when it comes to communicating the benefits of complicated technology to the masses, there are two clear routes favoured by today’s manufacturers: dialling up the humour or plucking at the heartstrings.
Which one is more effective? Let’s explore…
Humour
With their iconic ‘Chicken’ TV spot back in 2013, Mercedes-Benz were one of the first brands to use humour as a means of eliciting brand recall when it comes to complex USPs. After all, what’s more immediate and intrinsically comic than a chicken? Its naturally ‘stabilised’ neck not only offers a quick, accessible explanation of the driving experience created by the car’s ‘magic body control’ system, it also works hilariously well with Upside Down by Diana Ross.
This successful approach has lived on, and farm animals in particular have remained a reliable conduit for humour. Subaru’s recent ‘Flashback’ TV spot uses a proverbial sacrificial lamb (or should we say sacrificial sheep?) and an over-the-top soundtrack to make a great case for the car’s ‘automatic pre-collision braking’ without verging on the macabre. Instead, the saddest thing we’re faced with is wondering how a shorn sheep might get a plastic bag off its face.
Mercedes-Benz retained their focus on humour when it came to showcasing their voice assistance technology. Their Bruce Almighty ‘Say the Word’ spot is so entertaining that the fact that some of the features showcased (for example, the LED colour setting) are not going to be available on release is not what most viewers will remember.
Decidedly cheesier and less imaginative, Fiat’s ‘A Taste of Tomorrow. Today’ also taps into cinematic references to communicate the innovations in the Fiat 500X. The automotive market has changed so quickly that today’s customers might as well be time travellers struggling to come to terms with a world of new technologies, in ‘Back To The Future’ style. A 1960s couple are magically bolted into 2019, and spend the drive marvelling at each new feature the car provides. The spot must have proven very relatable, because it became one of the most viewed car ads of the year. Unfortunately, the jokes are from the 1960s too.
Heartstrings
Comic relief is not the only way to tackle the serious topic of road safety. If measured and tactful, a more introspective tear-jerker can provide an equally good way of treating the subject.
Subaru couldn’t completely let go the lighter mood of its style in designing their ‘A Parent’s Imagination’ commercial, which is a playful yet ominous reminder of both the many distractions available to today’s young drivers and the anxieties these generate in their parents. Yet, the ad’s more sinister depiction of teenagers texting and eating in already crashed/upturned vehicles shows us that strong negative images of this kind can project a need for safety which the manufacturers are ready to fulfill with their driver assist offering.
The much darker examples of Honda’s ‘Safety for Everyone’ and Volvo’s ‘Moments’ instead are not afraid to dwell on the (potentially) tragic consequences that road accidents can have on our loved ones. It might seem cold hearted to exploit our worst fears and most intimate bonds simply to differentiate a car from its competitors,, but the result is an honest appeal to consider the necessity of allowing technology to supplement our very fallible driving skills. Far from depicting its customers as inconsiderate, both ads make a strong case for cars that safeguard their passengers against distractions, both our own and those of other road users, while crucially, steering clear of complex jargon.
So, which route is the most successful? Heartstrings or humour? It may be a cop out, but if you ask us, there are many ways to make the future exciting yet jargon free, and each opens up a wealth of creative approaches that are likely to stick in the minds of ideal customers much longer than a specs chart. Just make sure you go easy on the Dad jokes, we beg you.