Auto Advertising and Pop Culture:
How Campaigns from the '80s, '90s, and 2000s Shaped the Market
- 10/01/2024
- Angela Ceravolo
The automotive industry is steeped in fascinating stories, from ingenious innovations to iconic designs. However, a crucial part of this narrative has been written through the advertising campaigns that have defined brands, inspired buyers and shaped the collective imagination. Over the decades, some of these campaigns have transcended the boundaries of marketing, becoming veritable landmarks in popular culture. Last time we told you about their origins, we will now explore the most iconic car advertisements, their impact and the stories surrounding them from the 1980s, 1990s and 2000s. 
The 1980s: A Revolution of Simplicity and Pure DrivingThis is when the era of big, flashy advertising styles gave way to a more minimalist, product-focused approach. During this era, two advertising campaigns stood out for their impact and their ability to redefine the way cars were presented to the public.
Volkswagen 'Think Small'This advertising campaign, which originated in the 1960s, gained new relevance in the 1980s for its ability to challenge conventions. At a time when cars were often associated with grandeur and prestige, Volkswagen continued to take a totally different approach. The 'Think Small' campaign embraced simplicity, celebrating the small but reliable Volkswagen Beetle. This advertisement showed that a cheap car could also be charming and practical, breaking with the stereotypes of the time.
BMW 'The Ultimate Driving Machine'This campaign boldly declared that BMW was THE brand of choice for true driving enthusiasts. The use of the term 'The Ultimate' captured the imagination of consumers, declaring that they were the best and conveying the idea that driving a BMW was an unparalleled experience. After them there would be nothing better (flying low was not even on their minds).
The 1990s: Excitement and AdventureIn a decade of social and technological change, many advertising campaigns sought to capture the sense of freedom, adventure and innovation that permeated society.
Volkswagen 'Drivers Wanted'The message was clear: Volkswagen was the car for those who wanted to live life to the full, full of adventure and discovery. This campaign channelled the desire for exploration and in the collective imagination positioned Volkswagen as a brand for young free spirits.
Toyota "Oh, What a Feeling!"The catchy refrain "Oh, what a feeling!" celebrated the excitement and joy of owning and driving a Toyota. The campaign captured the joy that many people felt behind the wheel of Toyota cars and helped strengthen the brand's reputation.
Audi 'Vorsprung durch Technik'.This slogan, let's make it clear right away for those who don't chew German, means 'advantage through technology' and is exactly 40 years old this year. The message emphasises innovation as the hallmark of the Audi brand. They knew they were at the forefront of automotive technology, and this campaign reinforced this perception, positioning the Audi car manufacturer among the most visionary brands.
The 2000s: Excellence and Proud BelongingAt the beginning of the new millennium, a number of automotive advertising campaigns continued to forge the path of car manufacturers. The message was more mature, emphasising excellence, pride and tradition.
Toyota 'Moving Forward'The 'Moving Forward' campaign evolved from the earlier 'Oh, What a Feeling!' of the 1990s. They wanted to emphasise that their brand was at the forefront of eco-friendly and safe driving, and position themselves among those constantly looking to the future. In line with all the pop of those years, when people imagined flying cars as a coming reality.
Mercedes-Benz 'The Best or NothingHere are the others who want to be top of the class. Mercedes-Benz chose this message to underline their commitment to the constant pursuit of excellence. They have strengthened their reputation by positioning themselves as one of the world's most prestigious automotive brands. The best in terms of luxury, technology and performance.Surely they had a mother who, when you got a 9 in school, would ask "why not 10?"
Ford "Built Ford Proud"Ford's campaign is focused on national pride and tradition. They wanted to reaffirm the importance of an American car manufacturer with strong roots.They are Americans and proud of it. They make big cars for their big roads and they are super proud of it.This ad might be the Trump's favorite.
Car ads are more than just ads; they are stories that define the essence of brands and create emotions for their target audience. Each decade has brought new approaches and challenges to this field, but the purpose has remained the same: to capture the imagination, tell a story and create a bond between consumers and cars. They are testaments to creativity, innovation and skill in the world of marketing that will continue to inspire and shape the future of the automotive industry.
Before you leave, we remind you that if you missed the first part of this journey through the most beautiful car ads all-time, you can find it here.
In the end, which ads have stuck with you? And which of the current ones will we still remember 20 years from now?
Before you leave, we remind you that if you missed the first part of this journey through the most beautiful car ads all-time, you can find it here.
In the end, which ads have stuck with you? And which of the current ones will we still remember 20 years from now?
