Make fun of your opponent! Highlights of automobile "provocation" advertisements

There is a saying in Sun Tzu's Art of War that the war between Audi and MINI is "treacherous soldiers", and its essence lies in surprise attack. Today, Sun Tzu's Art of War is still applicable in ancient battlefields 2,600 years ago. While the world's major automobile manufacturers are scrambling for design and technology, some manufacturers have unexpectedly chosen "advertising offensive". They don't shy away from other brands appearing in their advertisements, but step on the shoulders of these manufacturers to show their brand image. There is no doubt that this behavior will inevitably lead to a "war" between global automakers. In this paper, let me take you into this war without smoke and see who is the "militant" in the automobile advertising industry.

Audi took the lead in playing the words "You moved, BMW" in outdoor advertisements, challenging BMW with chess terms.

"BMW then erected a billboard with the words' Dying' on the opposite road."

BMW has full firepower, and the official poster is very inflammatory.

Not only are unofficial organizations such as dealers fighting, but BMW officials have even launched a series of "ironic" print advertisements. Frankly speaking, compared with the troubles provoked by Audi before, BMW has full firepower and no mercy.

"BMW released a poster of Leopard BMW chasing zebra Mercedes-Benz"

"BMW launches advertising poster" Mercedes-Benz can also carry' driving pleasure' "

"BMW turned its gun on Jaguar, and the iconic' Leopard' dared not choose to turn around and escape."

BMW's word game triggered a strong counterattack from Audi, and Subaru took the opportunity to take the lead.

"BMW publicly praised Audi as the 202 1 world model champion on the official poster, and mocked Audi's status as the South African model of the year."

"Audi officials immediately responded that BMW became the champion of 2000-202 1 Le Mans 24 Hours"

Subaru also took the opportunity to promote its award-winning engine.

Editor's comment:

This "scuffle" triggered by Audi's overseas dealers ended in Audi's active retreat. Judging from the whole thing, it seems that Audi started the trouble. In fact, if we look closely, we will find that BMW is also very active in this "war", playing the role of victim and "war initiator" at different stages, and its scope of attack is extremely wide, which eventually led to a protracted "brand scuffle" in which many brands participated. It seems that these two dishonest German manufacturers are willing to highlight their brand image by making fun of their rivals, but which one is easy to mess with in today's automobile market? If someone commits a crime against me, I will commit a crime, and the car advertising storm is inevitable.

◆MINI causes trouble, and many brands compete to "participate in the brand": MINI, smart, Volkswagen, Audi and Fiat.

This time it's MINI "picking things up" It first plays "Buy MINI with Smart Coins" outdoors, and interprets "smart" as smart. Despite this note, everyone knows that this is a brand image promotion action of MINI with smart as the gimmick. MINI's move immediately caused a strong counterattack from smart, and then Audi, Volkswagen and even Fiat also participated. The scene was once very chaotic.

Advertisements and comments:

"MINI is the first to translate" SMART "into" smart "

Smart people immediately translated "MINI" into "small exquisiteness" to fight back. "

"Volkswagen Beetle, Audi A 1, Fiat 500 followed closely"

In the second half of the incident, Volkswagen Beetle, Audi A 1 even Fiat 500 also participated in this war, and all of them built their own brand image by taking advantage of the situation. As a result, the original battle between MINI and smart instantly turned into a quite good marketing event, and this form of expression seems to be the "template" for this level of car promotion.

Editor's comment:

The declaration of war between smart and Nissan

◆smart entertains itself, and many manufacturers are "exhibiting brands": smart, Volkswagen, Chevrolet, Hyundai, Toyota, Bentley, Chrysler and Nissan.

Obviously, smart is not a "fuel-efficient lamp". In addition to fighting against MINI, there are also some tricks of "borrowing chickens to lay eggs". This time, Smart's actions clearly fall into this category. It compares its brand name "SMART" with other long-brand automobile brands to show its "short" characteristics.

Advertisements and comments:

Two "cleverness" equals one quality.

"Chevrolet and Smart"

"Modernity and intelligence"

Toyota and Intelligence

Bentley and Intelligence

Chrysler and Smart

"Nissan and Smart"

Editor's comment:

Obviously, smart wants to show its short and pithy features in this way. There are no other elements in the whole advertisement except the text and the corner sign of smart model style in the lower right corner of the picture, so we define the action of smart as "borrowing", just borrowing other brands to show its smallness, not saying that "big" is not good. Not surprisingly, these manufacturers always choose collective silence. Although smart's self-entertainment has not caused waves among manufacturers, it has actually established its own "short" brand image. Fortunately, this advertiser is smart enough. Otherwise, it would be really ridiculous to compare Mercedes-Benz.

◆ Nissan "re-carves" the public scene, and creativity sparks "participating in the brand": Volkswagen and Nissan.

This incident began with a print advertisement when Volkswagen launched Polo. Nissan adopted exactly the same scene when launching a new car, but the concept was different. Nissan seems to be "challenging" the public in this way.

Advertisements and comments:

When Polo went public, Volkswagen launched this advertisement to tell everyone that it was small but strong.

Nissan then moved the police from the back of the car to the front, telling everyone that the 350Z is really expensive.

Editor's comment:

Although there is no direct "attack" on other brands in their own brand advertisements, the creative confrontation between Nissan and Volkswagen is still tense. Nissan creatively declared war on the public with the same scene as the public. So they did it. Although it is only a simple change in the position and action of the characters, it shows a completely different theme of the two advertisements. One is strong, the other is precious, the other is semi-seawater and the other is flame. I really don't want to use the words "each has his own merits" to evaluate. Who is better? Just do what you feel.

Audi challenges luxury car camp

Video category:

◆ If you don't accept Audi's lens, you can't appreciate the "participating brands" in the one-man show: Audi, Mercedes-Benz, BMW, Lexus, Alfa Romeo and Volvo.

Audi A8/A5 creative advertising video, this time, in addition to Mercedes-Benz and BMW, Audi also brought in Toyota's high-end brand Lexus. Perhaps these manufacturers have become accustomed to Audi's "provocative" advertising strategy, and chose not to respond and let Audi sing a one-man show.

Advertising content 1:

More exciting videos are on car home Video Channel.

Interpretation of advertising content:

The picture shows a group of nobles enjoying a luxurious life in a cage. One of them kept knocking at the door, and finally the door opened. After many difficulties, they jumped out and finally rushed out of the heavily guarded castle. But one of them seems to miss the inherent luxury environment and almost lost something several times. When they finally decided which car to take, they disagreed. A goes straight to a Mercedes-Benz S-Class sedan. Another person who insisted on breaking through the status quo reminded him that it might be a trap, but A said disapprovingly, "My father had one a long time ago." Obviously, A trusted Mercedes-Benz very much, and then B broke through this luxurious cage in an Audi A8. The Mercedes-Benz that A rode suddenly changed back into a cage, so A had to continue to enjoy the so-called elegant music in the cage. This advertisement clearly expresses Audi's desire and determination to break the status quo. The cage castle symbolizes the innate luxury car market, while Audi has a heart to break through the cage and gallop freely.

Advertising content 2:

More exciting videos are on car home Video Channel.

Interpretation of advertising content:

In the advertisement, an adult who looks like a teacher is instilling so-called orthodoxy into a student who has not graduated. "You need to graduate from these universities", "You need to do this kind of work in the future" and "You want to buy these brands of cars in the future". Just as the middle school student was still puzzled by this, an Audi A5 was parked outside the window, and the children's eyes were attracted by it and they stopped listening to adults. Then the Audi A5 flew by in the picture, and there appeared a line translated as "breaking the inherent cycle" in Chinese.

Editor's comment:

Audi is making fun of its old rival again. This radical seems to be eager to replace Mercedes-Benz, BMW or Lexus and become an inherent luxury car in people's minds. No matter A5 or A8, Audi's advertisements express a strong desire to "break the status quo", reminding and announcing to the world that the new luxury car era has arrived. But this time, Audi's "bullying" of competitors seems to have not received enough attention from this series of manufacturers. Perhaps Mercedes-Benz BMW cares more about its brand image than competing with Audi for this moment. Generally speaking, Audi is a one-man show this time, and no one responded.

Content 3: Audi made the "Keychain" incident.

"Good guy" Audi is trying to organize people. This time it is aimed at Alfa Romeo, Mercedes-Benz, BMW and Volvo, four world-famous brands. While trying to enhance the brand image, it also makes people laugh and cry.

More exciting videos are on car home Video Channel.

More exciting videos are on car home Video Channel.

Interpretation of advertising content:

The lower left corner of the screen clearly shows that this is a modern advertisement. The staff of Lexus and BMW reported the news of the listing of Hyundai Genesis to their respective leaders, which caused great dissatisfaction and "fanaticism" of the bosses of the above two brands and kept shouting "Modern, Modern". The last video shows that Hyundai Genesis won 2009 models in North America.

Editor's comment:

Modern contrast shows the anger of Lexus and BMW bosses in place, and the impact of the listing of modern Genesis on them is also vividly reflected. This unexpected sudden attack has indeed achieved good results. It can be said that Koreans have successfully impacted two high-end brands, Japan and Germany. It seems that the positioning of modern brands and the strategy of overseas advertising market are well thought out.

◆ Learn from each other's strengths, and Mazda "participates in brands": Mazda, Porsche and Aston Martin.

Mazda declared war on Porsche and Aston Martin, and high-end brands are completely different from them. Under the ingenious arrangement of Mazda, these two opponents are very embarrassed, and the advertisement "War" is really intriguing.

Advertising content:

More exciting videos are on car home Video Channel.

Interpretation of advertising content:

Three men in the bar have a crush on the same beautiful woman. The first two are handsome and stylish, and the last one is slightly bloated. Then they began to compete for this beautiful woman. The first man proudly showed the key of Porsche, the second man was Aston Martin, and the last fat man had no choice but to show the key of his Mazda B series. However, the beautiful woman unexpectedly walked up to Mazdaman and kissed him, and then a close-up of this imaginative face appeared in the picture. It was not until the last camera was taken away that we knew that this beautiful woman was looking for a practical cart.

Editor's comment:

In fact, Mazda is not in an order of magnitude with Porsche and Aston Martin in terms of design, performance and brand image. However, Mazda's offensive this time is by no means a fanatical "throwing eggs at stones". It cleverly avoids the positive comparison with Porsche and Aston Martin, but adopts the strategy of learning from each other's strengths. With its excellent practicality, Mazda turned these two "elite troops" into a gutter with novel techniques and appropriate strategies, and also fought a beautiful battle on this crucial battlefield.

Summary:

Through the above inventory, we can easily find that the advertising "war" between automobile manufacturers is as fierce as the sales battlefield of real money and silver, some are "bloody battles" between competitors at the same level, some are sneak attacks of "beating the big with small" and "beating the weak with strong", and some are invincible entertainment activities, no matter what the purpose and means of each manufacturer are in this war without smoke. There is no doubt that they all add a dose of "material" to the colorful automobile advertising market. Whether it is "militant" or "afraid of chaos in the world", car advertising is always more competitive and exciting for the audience.

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