Andre Moreira is ECD of The&Partnership’s Team Toyota, a spanking new agency network formed to handle Toyota across Europe.
I don’t like desert islands. They’re boring. I prefer having people around. Plus, I’d be out of a job. No advertising needed in desert islands. Cars, even less so. Which is a shame because I like what I do, and I love the people I do it with.
So, I asked the creative directors from our European offices (and yes, that still includes the UK), to pick a car ad they’re particularly fond of and that was made wherever they live.
This way, if that sad day ever happened where I had to leave this island for a less interesting one, I could at least bring something with me that helped alleviate the boredom and remind me of how lucky I was in my previous life.
Desert Island Ads
From Fabrizio, in Italy, a proper classic. One of those rare ads that still holds up as well now as it did when it came out – almost 15 years ago.
Peugeot – Sculptor
From Rune, Sebastian, Riita and Ben, in the Nordics, probably the best B2B campaign ever – Volvo Trucks.
Plus, a very sweet and very smart idea from Mazda to get bums on test drives.
Mazda – Happy Dogs
From Jakub and Piotr, in Poland, one of the cleverest product demos I’ve seen.
Skoda – Remote Boot
From Silvia, in Germany, a completely unexpected approach to a really boring, but really important subject:
Renault – NCAP Ballet
From Arnaud, in France, a flashback to a golden age of car advertising from the great Jacques Séguéla – I remember watching this as a kid and thinking ‘how the hell did they do that?’ (legend goes that Séguéla was a personal friend of President Mitterrand, called him directly and got him to lend the aircraft carrier just for the ad).
Citroen – GTI Sauvage
And a flash forward to what data and creativity combined can achieve. Scary.
Ford – Predictive Tweets
From Dom, Phil and Dan, in the UK, my favourite car ad of all time.
Honda – Hate Something
And a beast of a film for Audi (best sound design and best packshot ever, right?)
Audi – Bull
And from our own office in Spain, a car ad that invites you to take the bus. Brave.
Toyota – Drive like you think