Should Renault have made an ad with its cars crashing?

Should Renault have made an ad with its cars crashing?

OK, Renault has got 8 models in its range that have 5-star EuroNCAP crash ratings. This is great – it means that owners, bamboozled by their cars’ quirky French-ness will be more likely to survive when they drive off the road under the influence of du vin. But to place such graphic images in an ad risks anchoring the perception of Renaults crashing into the minds of all prospective buyers.

“Oh year, Renaults, those are the ones that crash,  right?”

Most car manufacturers are desperate to add zing and life into their brands by filming soaring commercials in the Alps or Mediterranean. They want you to feel like you can be there, too. That’s the point of TV advertising – to vicariously live the moment of the ad while on your couch, which gives you the impetus to buy the product to alleviate the mundane quality of your everyday life. While you could look at a forested alpine vista or sun-drenched beach and want to be there, you don’t look at the crash and say “I wish that was me!”

Sure, it’s beautifully done, but I don’t want to buy one.

ren ad

OK, Renault has got 8 models in its range that have 5-star EuroNCAP crash ratings. This is great – it means that owners, bamboozled by their cars’ quirky French-ness will be more likely to survive when they drive off the road under the influence of du vin. But to place such graphic images in an ad risks anchoring the perception of Renaults crashing into the minds of all prospective buyers.

“Oh year, Renaults, those are the ones that crash,  right?”

Most car manufacturers are desperate to add zing and life into their brands by filming soaring commercials in the Alps or Mediterranean. They want you to feel like you can be there, too. That’s the point of TV advertising – to vicariously live the moment of the ad while on your couch, which gives you the impetus to buy the product to alleviate the mundane quality of your everyday life. While you could look at a forested alpine vista or sun-drenched beach and want to be there, you don’t look at the crash and say “I wish that was me!”

Sure, it’s beautifully done, but I don’t want to buy one.

ren ad

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