Car One is a used car dealer where all of the vehicles undergo a thorough technical check-up in order to classify them as Guaranteed Used Cars. Used cars are like their owners, each has a story to tell. Leo Burnett, the creatives behind the Car One 'Love Story' commercial, wanted to do away with the stigma of used cars being sub-par. It wanted consumers to understand that Car One can provide cars for any moment of their lives; when they buy a car, they're buying something with a good history.
The Car One 'Love Story' commercial is a passionate and thrilling narrative story that highlights the love between a couple and their car. Watch it here to see the emotion and subtle humor applied to the campaign. In addition to the Car One 'Love Story' ad, another spot called 'Party' was made for the campaign. 'Party' uses more humor to tell the story of a Car One vehicle that has a little too much fun.
Romantic Auto Ads
Car One 'Love Story' Commercial Shows How Each Used Car Has a Story
Trend Themes
1. Guaranteed Used Cars - Disruptive innovation opportunity: Develop a comprehensive certification process for used cars to build trust and eliminate the stigma of sub-par quality.
2. Narrative Storytelling in Advertising - Disruptive innovation opportunity: Explore the use of emotional narratives to create a stronger connection between consumers and products/services.
3. Humor in Automotive Marketing - Disruptive innovation opportunity: Incorporate humor into automotive advertisements to create memorable and engaging campaigns.
Industry Implications
1. Used Car Dealerships - Disruptive innovation opportunity: Embrace a thorough technical check-up process for used cars to provide customers with reliable and quality vehicles.
2. Advertising Agencies - Disruptive innovation opportunity: Explore the use of narrative storytelling and emotional appeal in advertising campaigns to captivate audiences and drive brand loyalty.
3. Automotive Industry - Disruptive innovation opportunity: Incorporate humor as a creative strategy in automotive marketing to differentiate brands and resonate with consumers.