The 20 best car adverts ever made, ranked
From a Fiat built by robots to a Honda diesel engine chased out of a rainbow: twenty car adverts ranked on idea, craft, bravery, published effectiveness and legs.
Format
Digital
38articles
Next marketing spend jumps 56% and Lord Wolfson shows the return
Next put an extra £39m into digital marketing in its first half and told the City exactly what it earned: £1.82 back per £1 in the UK, against a hurdle of £1.50.
78/100Dumb Ways to Die advert reviewed: the most awarded campaign at Cannes
McCann Melbourne's cartoon deaths took a record five Grand Prix at Cannes. The safety result everyone quotes is a three-month figure the operator supplied itself, and it has been contested since 2013.
87/100Volvo Trucks “The Epic Split”: the product demo that won an effectiveness Grand Prix
Forsman & Bodenfors put Jean-Claude Van Damme between two reversing trucks in one take to prove a steering system. The craft, the view counts and the dealer evidence, reviewed.
83/100Always Like a Girl advert reviewed: the film that made femvertising
Lauren Greenfield's casting-session film for Always won a Cannes PR Grand Prix and an Emmy, shifted attitudes in 150 countries, and started every argument about brand purpose since.
Smalls makes ‘cat’ a personality type in New York campaign
Smalls drops the endline for a fill-in-the-blank system: solitude is cat, read receipts is cat. The in-house campaign runs on murals and wheatpaste across New York.
Stella Artois pours into The Gentlemen for Netflix’s first AB InBev deal
Stella Artois is the first brand partner for Netflix's The Gentlemen and the first multi-market Netflix and AB InBev deal, with a Theo James and David Beckham film by GUT Amsterdam.
78/100Nationwide “A good way to bank” advert: Dominic West, the fairer-share pitch, and whether it is working
Seven films, one ASA ruling and an agency change later, Nationwide's Dominic West campaign is the most effective piece of financial advertising in Britain. Here is the evidence and the verdict.
FTC sues Amazon over alleged secret ad auction surcharge
The FTC and 22 states allege Amazon added an undisclosed charge to its Sponsored Products auctions from 2019. Amazon denies it and is contesting the case.
Sports Direct calls ASA “out of touch” after RRP ad ban
The ASA has banned a Sports Direct listing that showed a Puma top at £17 against a £45 RRP. Frasers Group is contesting the ruling and the test behind it.
Volvo’s new safety ad doesn’t show a single Volvo
Volvo's new film borrows the showroom walkaround format, then pixellates every car in it, because none of them are Volvos. They just carry safety systems Volvo invented and gave away.
Brands push influencer spend into their econometric models
Rightmove CMO Matt Bushby says influencer activity is now inside the portal's marketing mix model and showing brilliant long and short-term effects. Asahi calls creators a main brand building channel.