Lürzer’s Archive Special Report
AUTO23 23 Stop here for ultra-rapid inspiration charge
STANLEYSPOST.COM
@STANLEYS_POST
AUTOMOTIVE SPECIAL
We sing the body electric As we tackle our second annual Automotive special, let’s ask ourselves: is this the hottest creative sector of them all in communications?
L[A] 3/2022 Forwardism, Client BMW, Agency Jung von Matt, Hamburg
Of course, it shouldn’t be, should it? The world is burning. Fossil-fuel guzzling transport is (partly) to blame, while wars are being fought over control of the minerals that are crucial to the new ‘sustainable’ world on wheels. How can automotive brands be so desirable? But still they are. And new ones are surging up the brand equity tables, as quickly as others drop off too. For all that there are more worthy, more ethical, more pressing communication areas, the fact is that moving the message, moving the money, around the communications of cars and trucks and what-haveyou, is a big erogenous zone for creativity. We are playing with so many elements that turn us on when we shift the gears on shifting our vehicles powerfully from A to B, or perhaps just around the block, in a swanky fashion. Or, at the very very least, from the showroom to the parking lot. And so we come to this year’s brief, the fuel behind Auto23. Three questions were put to a range of highly informed and highly creative commentators, each one with impressive and hard won real-world experience of developing great ads for the automotive sector. They have stepped away from cracking the big ideas, moved from behind the straplines and the fancy images, put aside the quest for the outrageously experiential and the monstrously seductive film crafts, and focused on answering our big strategic questions: How is car culture changing in the face of electric vehicle development? How is social media and brand participation shaping the automotive brand relationship with the consumer? How much is lifestyle rather than new utility the driver of automotive branding?
Check out our commentators, see how their fine words juxtapose with the fine images, and join us in a few pages for the Auto23 conclusion where we will assess what they all agreed on. See if you agree with us on the take-aways. Whether you do or you don’t, feel free to tell us!
We reckoned these questions might reveal some of the deep thought behind driving future creativity. Some of our participants have gone for comprehensive answers to all three, some have majored on one. It’s all good. Alongside our commentators’ highly-charged words, the curatorial team of Lurzer’s has analyzed our famous archive to see what the standout work is doing to catch our attention. There’s remarkable stuff in the coming pages that emerged just a year or two back and now looks radical, while formerly radical awardwinning work has drifted and now looks mainstream. We present it as a mini guidebook as to where to consider pitching your creative radicalism, if nothing else. Vol 3/2023
142–143
Francesco Martini Executive Creative Director Leo Burnett, Turin
My personal thought is that in the end the electric has not changed and will not change the world of cars at all. The way of refueling has changed, the rest of car culture hasn’t. It is a non-revolution. And it was even less so from an advertising point of view: for years, brands have dared as little as possible to talk about electric and now they simply don’t want to talk about it anymore, they want to take it for granted. In general, digital will become the first, and sooner or later, the only channel by which people will want to interact with the automotive world. People are looking for simplification. And if they can buy a car like they buy a pair of jeans, fine, otherwise they’ll do without it. With regard to advertising, I have the feeling that traditional media will remain a crucial asset for the major global car brands for a long time to come.
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Lürzer’s Archive
The issue the work originally appeared in is noted. More information and full credits at luerzersarchive.com
AUTOMOTIVE SPECIAL
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Contrary to what I thought a few years ago, lifestyle is still closely linked to automotive branding. It’s no longer the era of the car as a status symbol, but on the other hand, cars can still promise experiences and tell stories, more than many other products – let’s think about how often cars are protagonists in the movies. The automobile as a mere transportation tool, if it will ever be the future, doesn’t seem like a near future to me. And what Generation Z thinks today may also change in a few years, when, for example, they become parents. One thing I’d like to underline is that the future of car brands and their chances of survival will depend on the choices they make in terms of sustainability, but way beyond electric cars and advertising greenwashing. Those who will make brave business choices in advance of government laws will survive, those who will only think about appearances will disappear.
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1 L[A] 4/2017, Bates, Lisbon 2 L[A] 6/2018, Publicis, Istanbul 3 L[A] 2/2013, Blackninja, Recife, Brazil 4 L[A] 1/2013, DDB&Co., Istanbul 5 L[A] 2/2023, DDB, Melbourne, Client: Porsche 6 L[A] 2/2022, Ogilvy & Mather, Cape Town, Client: Volkswagen 7 L[A] 3/2013, AlmapBBDO, São Paulo
Vol 3/2023
144–145
LAURIE FRANKEL
DS REPS
NY 917 407 4292 LA 626 441 2224 SF 310 880 5529
Amanda Abrams Executive Creative Director Team One, Dallas
The cultures of road travel and commuting will evolve but not at the same pace that government policies would like them to. Acceptance of EVs and the infrastructure to support them are intrinsically intertwined. Range anxiety will be quelled when we have the resources and understanding to think of our cars like our phones for daily use. Road trips will become easier to navigate in EVs when charging options become quicker and more plentiful. There will reach a point when there is a boom in battery tech. That will transform everything. But like many of us in the professional world, a hybrid approach makes the most sense right now. Tuner culture will adapt as tuner culture always has. Cosmetic mods won’t change. And while engine mods won’t be achievable, the inventive will always find ways to push a vehicle’s limits. The culture of driving for sport off-road and on a track will remain. Right now, the passion for holding on to V8s and revered overlanding vehicles is heightening due to fear they will one day be replaced. But one day, down the road (see what I did there?), both will coexist. One thing is certain, the thrill and rush of being behind the wheel will never go away. Social media – across a plethora of platforms and forms – gives us amazing opportunities to have conversations with people in a more intimate way. I’m not just talking about personalization, targeting and optimization but more specifically, social listening and deep niche interactions. In social you can find dedicated groups of people who are really into very specific aspects of culture and, when you do it in an authentic way, you, as a brand, can be a valuable participant in and addition to those conversations.
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Understanding human needs, wants and desires has never been more important in automotive advertising. As tech and vehicle designs evolve, the apples to apples comparisons of what vehicles have the best stuff become more and more difficult. What the brand stands for, what it means to you and how it treats you becomes so much more important. Even in the EV space, when the desire for a pure electric vehicle is there, people cross-shop across brands. But at the end of the day, after comparing range and rebates, the comfort for the brand you’re buying into plays a big role. Advertising should never be about reflecting a lifestyle back to someone in an ad. At its best, we should always be looking for that connection to what’s going on in someone’s world that we can help be a part of, enable or be an answer to.
1 L[A] 4/2019, DDB, Buenos Aires 2 L[A] 1/2019, JWT (J. Walter Thompson), Santiago de Chile 3 L[A] 1/2022, TBWA\Bolt, Shanghai, Client: BMW 4 L[A] 1/2022, Publicis Conseil, Paris, Client: Renault E-Tech 5 L[A] 3/2022, Grey, Bogotá 6 L[A] 3/2019, Geometry, Buenos Aires 7 L[A] 2/2020, BBDO, Berlin
Vol 3/2023
150–151
Jefferson Cortavarria
AUTOMOTIVE SPECIAL
Creative Director VMLY&R, Lima
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Today, the worldwide automotive scene is going through a transformation. Competition between well-known global brands is now joined by Chinese brands. This has created an oversupply in which each player must make wiser moves, it’s not only enough to be the best option, but you also need to say it the proper way. Social media has become fundamental to this. Each time more opinions are created based on the content you see, not only on long-lasting video reviews like the ones on YouTube, but also on quick opinions, such as the ones you can see in an Instagram Reel or a TikTok. Here is where creativity plays a definitive role. Ideas that know how to emphasize each lifestyle and ‘not practical’ necessities of the target and also resolve your doubts in appealing and compact ways, are the ideas that will tip the scales.
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1 L[A] 1/2020, Geometry, Buenos Aires 2 L[A] 5/2020, WAX, Calgary 3 L[A] 6/2019, AlmapBBDO, São Paulo 4 L[A] 6/2013, Y&R, Bogotá Lürzer’s Archive
The issue the work originally appeared in is noted. More information and full credits at luerzersarchive.com
DIRECTOR | PHOTOGRAPHER HARNIMAN.COM
US REP R ESENTAT ION EL IZ A BET H @ EL IZ A B ET HP OJ E . C O M an d R EST OF T H E WOR L D GIL L @ H A R NIM AN . C O M
BAXTOWNER.COM
B A R S H O N - WA L K E R . C O M
Photographer UWE DÜTTMANN
Duettmann.com
Rep. in US by Elizabeth Poje
Jimm Lasser Executive Creative Director Orchard Creative, New York 1
When I think about automobile advertising, I start with how the car makes me feel. I think Electric cars FEEL different from gas cars – you feel the POWER differently. Electrics are an off/on feel of power: you accelerate the instant you need it. With gas cars, the engine and driver have a push/pull relationship as the internal combustion engine shifts gears. With its more simple mechanics inside, we will FEEL the electric car less, but that doesn’t mean they will become a lifeless transportation tool. Electric cars will become more of a third space that moves – especially as self-driving technology improves. Interiors will be more of a draw than exteriors. The style with which the electric car functions (UX, interior design, functionality) will reign; agencies will tell compelling stories which show off the comfort and UX of electric cars’ insides.
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The issue the work originally appeared in is noted. More information and full credits at luerzersarchive.com
AUTOMOTIVE SPECIAL
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1 L[A] 2/2023, MullenLowe SSP3, Bogotá 2 L[A] 3/2018, TracyLocke, Dallas 3 L[A] 5/2014, Africa, São Paulo 4 L[A] 3/2019, DDB, Barcelona 5 L[A] 5/2020, ACNE, Stockholm 6 L[A] 5/2014, DDB, Moscow
All vehicles are needy. Gas cars have maintenance and repairs. Electrics require less maintenance, but they have to be charged — and charging takes time! For car companies to be a part of the public charging experience, I would start with the car brand’s branded app on drivers’ phones. For example, if you charge your vehicle the app could facilitate unlocking content: episodes of your favorite show; movies, if you have the time. In the same way that credit card companies used lounges at airports to curate a fulfilling (branded) experience for customers, car companies are probably seeing the charging space as an opportunity to further engage with drivers even if the engine is off. For example, free access to HBO Max while you charge at a charging station. A (branded) content stream is a perk that could sway a buyer between models I would think. The charging station also offers an opportunity for brands to engage directly with drivers — which until now has been mostly relegated to auto shows. Charging stations are a new space for brands to connect, rather than go through dealerships. For example, with time on their hands, drivers might be open to seeing new models, which could be on display at stations (much like they would be at dealerships). Another possibility is special live experiences (music, comedy, gaming) brought to you by the brand. Lastly is culture. The charging station will become a hangout. A cross-section of people with free time will create its own output (which will be shared with the world on social media). There will be ways for brands to show up organically in that space as well. As much as I enjoyed making TV ads for Chrysler, I believe social media will be the most effective storyteller for electric car brands moving forward. Trusted social media personalities in the automotive space can most effectively demonstrate the full driver UX, comfort and function of a vehicle. They will own a leadership position in influencing the choice between electric cars. Additionally, the soon to be emerging culture of charging stations will be interesting to watch develop. Charging takes time, which leaves the masses of electric drivers with time to do whatever. New customs and culture that develop will spread most effectively on social media.
Vol 3/2023
158–159
STEFFEN JAHN
MARCUS PHILIPP SAUER
HOLGER WILD
ZERONE GROUP
AUTOMOTIVE TALENT Steffen Jahn / Marcus Philipp Sauer / Holger Wild / Zerone Group
781 631 5235 | info@tmar.com | tmar.com
Andy Grant Executive Creative Director TBWA\ Group, Singapore
I think we have already seen a huge shift in this space since the introduction of Tesla. They have led the way in terms of how an electric car can look and behave, thus creating huge desirability and demand – with little to no traditional advertising spend. They have engaged fans purely on social media through Instagram and Twitter. It also helps that the CEO draws huge media attention to the brand! So as a real pioneer brand in this space, Tesla has set the bar for so many brands to deliver beautiful design and luxury in the space and to position the electric car market not only as a green and more sustainable way to go but also desirable and exciting at the same time. Car culture generally used to be about self-centered pleasure and/or utility, but with electric vehicles in the picture, the conversation has now evolved and expanded to include more outward-focused matters, such as caring for the environment and sustainability. Gone is the imagery of raw, roaring, fuel-thirsty engines and dirt roads – replaced by the quiet hum of technological ingenuity gliding down peaceful cityscapes.
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1 L[A] 2/2018, Slogan Propaganda, Fortaleza, Brazil 2 L[A] 3/2014, Grip Limited, Toronto 3 L[A] 5/2018, DDB, Berlin 4 L[A] 4/2018, Grabarz & Partner, Hamburg 5 L[A] 5/2013, Fred & Farid, Paris/Shanghai 6 L[A] 1/2023, DDB Aotearoa, Auckland 7 L[A] 3/2022, Berlin SCL, Santiago de Chile
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Social media has been a game changer for car brands and will continue to be. You no longer need glossy online catalogs. You can visit Instagram to see all the key features of a car, how other consumers are using these cars, and what they like or don’t like about them. It’s a two-way conversation and no longer just a one-way conversation. It’s way more authentic and real. I watched a video recently on Tesla’s IG; it’s about a new feature they have – aircon for dogs. I’d never have known about this feature if not for social and as a dog lover, it absolutely draws me closer to the brand and aligns with our priorities and needs. Tesla has 9.5 million followers. BMW and Mercedes have over 36.9 and 37.5 respectively. Those are massive audiences to engage with. I think lifestyle is still and will forever play a part – but with a purpose focus, not just the status focus we have seen in the past. In the next 5-10 years, most governments are going to push for electric vehicles on the road and green tax will make that more attractive to consumers. It will become a responsibility of driving to be a green driver and limit your emissions. So your car now becomes a very important part of communicating your lifestyle and choices, and not just a status symbol. And I think we have seen this shift in how car brands are much more conscious of this through how they market themselves. There’s a clear purpose, and functionality is much more prioritized than aesthetic design and beauty. Purposeful design is more valued now than just design for design’s sake. If you can make purposeful and sustainable design look great, then you win. Hooray. 7 Vol 3/2023
164–165
Sonia Barrera
AUTOMOTIVE SPECIAL
Creative Director Wunderman Thompson, Bogotá
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Car culture involves more than the relationship between manufacturers and consumers. The transition towards the development of electric mobility has clearly been affected by the lack of infrastructure, which means engaging essential actors such as governments and energy providers. This means that it is an industry that should work hand in hand with them to build smarter cities. On the other hand, the new generations are moved by other motivations beyond the need to mobilize. Even if they care about brands; they prioritize those that connect with their ideals and discover them organically in their daily lives, rather than through ads that can be easily skipped.
4 1 L[A] 3/2014, DDB, Barcelona 2 L[A] 1/2014, Y&R, Johannesburg 3 L[A] 3/2014, Contrapunto BBDO, Madrid 4 L[A] 2/2014, Leo Burnett, Turin
Lürzer’s Archive
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Wes Phelan Executive Creative Director Goodby Silverstein & Partners, San Francisco
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As electric vehicle development continues, the broader car culture will likely experience a series of changes. Traditional automotive events and gatherings might incorporate EV-specific segments, showcasing new technologies, charging infrastructure, and sustainable driving practices. Customization and modification communities might emerge around EVs, focusing on tweaking performance, battery upgrades, and innovative designs. Motorsports could also adapt, with electric racing series gaining prominence and pushing the boundaries of performance and efficiency. In the evolving landscape of digital advertising, social media and brand participation are poised to become even more integral to the consumer-brand relationship. Brands will increasingly shift from static advertisements to immersive, interactive experiences. Social media platforms will provide a means for brands to engage directly with consumers, utilizing features like live streaming, interactive polls, and behind-the-scenes content. This engagement will foster a deeper emotional connection between consumers and brands, leading to increased loyalty and advocacy. Automotive branding has transcended being solely about transportation and has become intertwined with personal identity and lifestyle choices. Car brands now represent values such as luxury, adventure, eco-consciousness, and innovation. Consumers often choose vehicles that align with their self-perceptions and aspirations. As a result, automotive manufacturers will continue to craft brand narratives that resonate with these lifestyle preferences. They’ll emphasize not just the functional benefits of their vehicles but also the experiences, values, and status associated with owning a particular brand or model. This approach will continue to create a strong emotional tie between consumers and their chosen automotive brands.
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The issue the work originally appeared in is noted. More information and full credits at luerzersarchive.com
AUTOMOTIVE SPECIAL
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7 1 L[A] 3/2022, Jung von Matt, Hamburg, Client: BMW 2 L[A] 4/2017, Innocean Worldwide, London 3 L[A] 3/2016, One Twenty Three West, Vancouver 4 L[A] 1/2023, Serviceplan Middle East, Dubai, Client: BMW 5 L[A] 4/2017, Leo Burnett, Turin 6 L[A] 4/2015, Impact & Echo BBDO, Kuwait 7 L[A] 3/2022, Superconductor, Los Angeles, Veloz
Vol 3/2023
168–169
DEREK JOHNSON
DEREKJOHNSONVISUALS.COM
+ 1 856.313.3722
TOMEKOLSZOWSKI.COM
POSTPRODUKTION & CGI WWW.PATRICKSALONEN.CH
Gideon Amichay
AUTOMOTIVE SPECIAL
Founder & Chief Creative Officer No, No, No, No, No, Yes, Tel Aviv 1
Cars were always a fascinating culture … clubs, and fans enthusiasts. Brands. Car BRANDS. I believe passion and engagement are not old news. Passion was, is and will be the driver key forever in the car business. I can see a future of a MEGA BRAND that a car is part of, like Apple. However, with too many NEW brands, with no heritage, no history, and no unique design, a new and a big commodity category is born. At the end of the decade, we’ll have two extremes with almost no middle. BRANDS and commodities. It means that we see a new phenomenon. As so many electric cars were born with the same look and no branding (‘Electric is enough’) so many buy those cars and price is the only key.
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1 L[A] 5/2014, Leo Burnett, Istanbul 2 L[A] 1/2023, The Community, New York, Client: Netflix / General Motors 3 L[A] 5/2015, Borders Perrin Norrander, Portland, Oregon 4 L[A] 1/2015, Scholz & Friends, Hamburg
Lürzer’s Archive
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PATRIK JOHALL B & A R E P S ( E U RO P E ) B E AM PHOTO G R A PH Y ( FR AN CE ) ART D EPARTM E N T (U SA ) S U PE R STU DI O.CO M
Camilla Clerke Executive Creative Director Ogilvy, Cape Town I reckon there will be big changes – from people to brands and infrastructure. Most people think the significant change will be charging a car rather than filling up with petrol or diesel, but that’s only scratching the surface. Firstly, there will be a whole change in mindset. Right now, car culture is about ownership and the freedom to go where you want. This will become more transactional with the EV revolution, even subscription based. A bit like we subscribe to Netflix, we could subscribe to EV – we’ll no longer be driving cars, but rather a computer on wheels. It’ll become a bigger part of our digital, customized lifestyle – understanding our preferences and habits. We’ll update our cars rather than buying new. The role of commuting will also change. Especially as we move into things like autonomous driving, getting from A to B could become a time to work or take meetings. It could influence where people live. It’ll also change our living conditions. A friend who lives in an apartment block told me he had to string extension cords together and throw them out his window in order to charge an EV he was testing out. Where you live and the infrastructure around you will matter – to the point where it feels like auto brands that worry as much about infrastructure and lifestyle as they do their EVs, will win.
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Lürzer’s Archive
The issue the work originally appeared in is noted. More information and full credits at luerzersarchive.com
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It’s hard to believe the role could get any bigger, isn’t it? But it definitely will. Customization and personalization will increase tenfold. At the moment, brands try to be very targeted with their communication – but it’s sometimes a bit hit and miss. One either feels bombarded by information, or the right message, just at the wrong time. The more technology and AI evolve, the better individuals will be understood – their habits, their feelings and their needs, down to the very minute they need it. All in their own language – and by that, I don’t mean dialect, I mean in the way they’re comfortable to hear it. As more digital products creep into our lives and become seamlessly integrated, the more intense it’ll get. Which brings me to EV – your vehicle will become a big piece of the endless digital landscape puzzle. Suddenly you’ll hear from a restaurant close to an Airbnb you’re on your way to, with a special for your favorite meal and a coupon to the movie they know you want to see. Scary? Oh yes. Fun? Definitely. Automotive branding has gone back and forth between lifestyle, and specs – feature – car porn – specs for a while now. I believe there needs to be room for both. As much as people are obsessed with car performance, new safety features etc, it’s critical they also build a connection with a brand – the reason they’re going to opt in, look out for, or remain loyal to that brand in the first place. Our new proposition for a key client of ours, VW, speaks to that with the expression, ‘beyond the drive’. Safety features are important – because you’re driving your newborn home for the first time. Performance is key – because you have to get to your meeting on time. A bigger boot doesn’t just fit in more stuff – it’s the reason you don’t have to make two trips. So, emotional connections and truly understanding people and their motivations are as important. Let’s not just make it transportational.
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1 L[A] 4/2018, DDB, Berlin 2 L[A] 5/2017, TBWA\Chiat\Day, New York 3 L[A] 1/2023, Engine Creative, London, Client: Jaguar Land Rover 4 L[A] 4/2019, DDB, Buenos Aires 5 L[A] 1/2022, Publicis Conseil, Paris, Client: Renault Hybrid 6 L[A] 3/2017, FBC Inferno, London 7 L[A] 5/2018, Scholz & Friends, Berlin
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176–177
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1 L[A] 4/2017, DDB, Berlin 2 L[A] 4/2014, Y&R, Prague 3 L[A] 5/2013, dieckertschmidt, Berlin
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www.florianwmueller.com IG: @florianwmueller
Giles Watson Group Creative Partner DDB, Melbourne 1
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The automotive industry’s ads have been playing in the same sandbox for a while — showcasing impressive metal and loud, gut-wrenching performance. Throw in a bit of European luxury whilst you’re at it. However, with the introduction of EVs, genuinely new developments are shaping the topics of conversation. From an automotive standpoint, this shift means that things like the thrill of a powerful engine makes way for instant torque and quiet operation. But more intriguingly, cars are now blurring the lines with the tech industry, a transition that highlights innovation. And is bound to prompt new perspectives on advertising cars. You could approach it the same way you would the latest phone.
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The issue the work originally appeared in is noted. More information and full credits at luerzersarchive.com
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As digital advertising continues to evolve, leading brands are also growing. They are moving away from a strictly transactional approach and instead focusing on expanding their relevance beyond their core products. This dynamic presents an exciting opportunity for automotive brands to explore new frontiers, captivating audiences who may not necessarily ever purchase a car but are drawn to what the brand stands for. This involves crafting even more authentic experiences, hyper-real content, and engaged communities. The challenge lies in finding the right balance between traditional strategies and delivering value through innovative experiences. I don’t believe cars have ever been solely utilitarian tools. They have always held aspirational value, symbolizing how we perceive our lives. Whether it’s based on aesthetics alone or the lifestyle a brand represents, it’s challenging to completely separate a car as a mere “tool” from an extension of ourselves. The appearance of cars, their features, and their branding collectively contribute to the emotional connection we develop with them.
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7 1 L[A] 6/2016, Topless, Marseille 2 L[A] 4/2016, Ogilvy & Mather, Cape Town 3 L[A] 3/2022, Forsman & Bodenfors, Gothenburg, Client: Volvo 4 L[A] 6/2017, Tribal Worldwide, Istanbul 5 L[A] 2/2023, Director Fiona Jane Burgess, Client: Mercedes-Benz 6 L[A] 4/2017, DDB, Barcelona 7 L[A] 6/2013, AlmapBBDO, São Paulo
Vol 3/2023
180–181
Thomas Koch Executive Creative Director DDB, Berlin
The automotive industry has improved a lot over the last few years – and it has had to. The requirements are increasing steadily and rapidly, in 2035 the sale of combustion engines will be banned. The pressure is increasing, and every manufacturer is now trying to make the new generation of cars suitable for the masses and, above all, affordable. This is tough competition because end customers have extremely high standards: it has to be sustainable, hardware and software should ideally be future ready and materiality should be excellent as well. While the American and European markets are increasingly focusing on e-cars, the Asian markets are continuing to research hydrogen models, which is a smart move in my opinion. I also think that brands must get out of their passivity and become innovation drivers again. Research and development are the key to success. Being brave when others are not and don’t accept the status quo, because those who research and may fail today, will maybe win tomorrow and lead the competition. It is important to understand the goals of our customers and to combine them with the needs and wishes of their end customers. After all, they are the ones who buy the products. On social media, the brand and agency receive direct feedback on the creation/campaign from the consumer. This feedback is mixed and mostly with a clear bias towards positive or negative. Both forms of feedback helps us to improve. It has been a good communication medium for us as an agency. If it develops further or if we get more channels or access to them, we will gladly accept them. The car still stands for freedom, and is part of a lifestyle and a way of expressing yourself. It’s also still a status symbol and this will not change in the near future either. But it has to be more than just that. As mentioned before it’s been about functionality and sustainability. I believe that companies like Apple and Amazon – players that are not yet in the game but are always looking for people with car experience – will change the market even more. And this won’t stop with autonomous driving. Imagine if cars became mobile energy sources themselves. A large mobile power bank, so to speak, where you may charge while driving and use the earned energy for your home or in which we can use the functionality of it, like air conditioning or entertainment systems. It would become an even more important tool in our life than just a car that drives from A to B, it would be something that is one of the most important things in life – a part of our home.
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1 L[A] 4/2014, DDB, Buenos Aires 2 L[A] 6/2013, Tapsa/Y&R, Madrid 3 L[A] 4/2013, AlmapBBDO, São Paulo 4 L[A] 1/2013, Publicis Conseil, Paris 5 L[A] 6/2013, Leo Burnett, Paris 6 L[A] 3/2013, Impact BBDO, Dubai
The issue the work originally appeared in is noted. More information and full credits at luerzersarchive.com
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Vol 3/2023
184–185
Jim Seath
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Creative Director White Rabbit, Budapest 1
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Electric vehicle development will become a new car culture. We’ll witness a shift from fossil fuel worship to eco-chic reverence. Car enthusiasts will embrace the electric wave with pride, celebrating green tech and whisper-quiet rides. Charging stations will become hangout hubs, where EV owners bond over eco-bragging rights. It’ll be like a futuristic carnival of sustainability, and gas-guzzlers will become art pieces. Social media will unleash car brand shenanigans. Brands will be X’ing, Instagramming, gaming, and TikToking their way into our eyes and ears. Buckle up for interactive adventures – quizzes to match your dream ride persona, AR filters letting you ‘try on’ cars virtually, and influencers racing with hashtags. Brands will be our internet road trip buddies, popping up in our feeds and keeping us connected, entertained and engaged. Lifestyle and automotive branding will remain inseparable. Cars aren’t just metal on wheels; they’re passports to identity and adventure. Brands will flaunt their rides like fashion collections, tailored for diverse lifestyles – from rugged explorers to city cruisers. We’ll fall for car ads that spark wanderlust, make us feel daring, or simply capture the joy of driving. Cars will forever be our personalized chariots, not just soulless transport systems. 3
1 L[A] 5/2021, Jung von Matt/Neckar, Stuttgart, Germany 2 L[A] 2/2014, GMP Advertising, Bucharest 3 L[A] 1/2021, Move Design, London 4 L[A] 1/2016, Blue Hive, Toronto
Lürzer’s Archive
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The issue the work originally appeared in is noted. More information and full credits at luerzersarchive.com
Ful l CGI f r om VFB
Ful l CGI f r om VFB
Ful l CGI
RAW concept GmbH Ar t i s t : Vi t al i Enes www. r awconcept . de
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1 L[A] 1/2021, Publicis Middle East, Dubai 2 L[A] 2/2013, Y&R, Paris 3 L[A] 4/2018, DMG, Beijing 4 L[A] 2/2019, The Newtons Laboratory, Athens 3
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Lürzer’s Archive
AUTOMOTIVE SPECIAL
Is this the way the world ends? We are really grateful to our participants in the pages of this Auto23 special. They know of what they speak, and they have thought long and hard about our questions. To some degree, they have put themselves on the line: predicting the future is an easy way to look like an idiot down the line. Or a genius. It’s high risk. When sounding off in print and in a much-viewed online archive, you can find your words come back to haunt you. Or, just possibly, you can be seen as the most prescient of all. For sure, they can’t all be right because, as you may have noted, they do not all agree. On the one hand we have Francesco, first up, saying ‘the electric has not changed and will not change the world of cars at all’. Then, almost immediately, we have Jimm riffing on how charging stations are going to become essential social hubs. So much so that you could imagine future anthropology books devoting a chapter on the topic (ok, a little exaggeration but Jimm is heading that way, and we enjoyed his speculations). Camilla agrees with this theory somewhat but drives off-road and stirs up a cloud of dust with her notion that ‘customization and personalization will increase tenfold’. Forget another chapter, this is now a whole seminar course in social anthropology. Later we get the more gnomic Gideon with his focus on passion. Swiftly followed by confidently brisk Wes, who strikes a different tone but ends up majoring on the emotional connection. Gideon and Wes could be set for a bromance as they steer automotive into something quite steamy. Ok, we are being a bit cheeky here but we love our creative experts for opening up the possibilities. Go ahead and pick’n’mix your own contrasting flavors and fancies from our panel. And they’ve given us all these provocations surrounded
LÜRZER’S ARCHIVE AUTOMOTIVE
Lürzer’s Archive Special Report
AUTO23 23 Stop here for ultra-rapid inspiration charge
Client Mini Colombia Agency MullenLowe SSP3, Bogotá Creative Direction Jaime Duque Art Direction Jaime Duque Copywriter Jaime Duque, Eduardo Vargas
by a stunning range of other automotive provocations from great creatives over recent years that have shared their opinions and predictions in the archive. Automotive has clearly still got it … but, hang on, do we really want to go in the direction where this is heading? As fossil fuels edge towards their end life, while wars break out over the materials for EV battery materials, and the planet heats up, can the art of selling autos retain its polish? Or is automotive advertising destined to go the way of the wonderful/deadly creative tobacco ads of the past? Our conclusion, drawing on the words and spirit of several of our contributors, is that we will see a hell of a lot more in terms of eco-consciousness, sustainability, and general radical reinventions of what auto can be. Indeed, we will not so much see it, as experience it (yes, the media continues to shift). The creativity will tap into our deep feelings for the planet and for travel, because we will still want to have — we must have – great personal transport tools. But probably not the auto as we know it now (although there are some in our focus group who say the exact opposite). We think, most significantly, that enough ads across the aforementioned pages strongly hint at how radical the messaging will become. Almost scary at times. Not like what we have known, not at all. Our cover choice hints at that, too. It is both amusing and yet profound, with a surreal and ambiguous set of potential messages. This time next year we may predict an Auto24 where we find ourselves more deeply unsettled by what passes for automotive communication. This is one big creative territory that is destined for revolution, not disappearance.
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