When done poorly, TV adverts are just those annoying interruptions in the middle of our favourite programmes. When done well, though, they are works of art and entertainment themselves. Fortunately, a number of car manufacturers are doing their ads well. Here are five of the best from the past 12 months…
Audi highlights the advanced safety features of its cars by showing that they can even withstand the antics of a troupe of clowns. The soundtrack? Steven Sondheim’s ‘Send in the Clowns’, naturally.
BAFTA-nominated actress Keeley Hawes drives her Fiesta through time in an ad that celebrates the progress Britain has made over the past 50 years. By juxtaposing its new model with older versions of the Fiesta, Ford draws attention to the progress it has made too.
If you want to make your car seem special, what better way than to put The Special One in it? United manager José Mourinho describes what it takes to be ‘special’ as he tours the streets of Manchester in a Jaguar XJ.
Volkswagen Golf: 'The Button'
Volkswagen’s ad makes use of the established cinematic trope of the bad guy pressing a button to carry out some evil scheme. Instead of firing a laser or activating a bomb, the Golf’s GTE button switches it between pure electric and hybrid modes. ‘A more responsible use of power.’
Volvo XC60: 'Moments'
This Volvo ad conveys the same message as the Audi one – that its new driver-assistance systems can keep you safe – but does so with much more poignancy and impact. Be sure to watch it to the end.