A great retail car ad, regardless of medium, is clear on what consumers want to know: how much will it cost to buy and how much will it cost to run? But these important details are often very lightly addressed, particularly with luxury cars. It’s also important the ad adheres to the rules of branding: stay true to your overall brand while selling each individual product.

AUDI

It seems appropriate the headline is “Minimalism made mad.” This ad is about as minimal as it gets—a car, some copy and the fine print. However, it’s still a good ad, if only because of the car. Audi has a reputation for selling eye-catching luxury vehicles and this car is no exception. I can easily envision myself cruising down the road with my ego fed by appreciative glances and jealous stares. That doesn’t mean I can envision myself paying for it. I’m guessing the price has been kept out of the ad for a reason. For that matter, they could have kept all the copy out of the ad and it still would have caught my eye. It’s just a shame the only person I know who might have one is my doctor.

Agency: Lowe Roche
Creative director: Geoffrey Roche
Copywriter: Rica Eckersley
Art director: Adam Thur

MINI

Warning: Obama fever has jumped the border and is affecting Canadians from coast to coast! Apparently, not even advertisers are immune. For anyone who hasn’t seen the stylized “Change” poster of Barrack Obama, I suggest you have a look for it online and then come back to this ad. To say the first inspired the latter is an understatement, but that’s not necessarily a bad thing. That stylishness in art direction really helps the ad stand out from others. It’s different, just like a Mini. Also, using a hot theme resonates with a lot of people who already have it top of mind. It may be parasitic branding, but it works. Would it work if they were pushing, for example, a Chevy Cobalt? Probably not. The Mini is much more distinctive. I only hope we’re not going to see a Martin Luther King “I have a dream” inspired Mini ad next.

Agency: Taxi 2
Executive creative director: Lance Martin
Associate creative director/copywriter: Ryan Wagman
Art director: Guybrush Taylor

INFINITI

Unfortunately, Obama fever affects people in different ways. In this case, we have a local dealer who tried to capture the historic significance of the U.S. election and completely missed the mark. The G37 seems completely out of place in front of the statue of Lincoln; both are just sitting there, oblivious to one another. The connection to the presidential election is tenuous at best. On the positive side, I appreciate that they tell me how much the car will cost per month—something rarely seen in a luxury vehicle ad. And it’s good to see them tie into something positive that reinforces noble ideas. However, when you have a Canadian dealership adding a layer of Americana to a Japanese car, you’re bound to have problems.

Agency: Design Cellar
Creative director/art diretor: Kurt Dettbarn
Copywriter: Robyn Carr

MERCEDES

The entire point of buying a luxury car is to give a little boost to your self-esteem. The luxury car manufacturers know that, and this ad is a great example. The headline isn’t about performance or affordability—it’s all about how driving the GLK will get people looking at you. It may have some of us shaking our heads, but considering the target, it’s smart copywriting. The vehicle itself does nothing for me, but even if it was a good-looking vehicle, the ad makes it hard to tell. The iridescent green background is distracting and makes the vehicle look like it’s sitting in the middle of a rain forest. If the background pattern is supposed to be foliage, I hope they’re not implying this is an eco-friendly SUV. Again, it’s nice to see the price included. It seems like too many retailers believe that a high price tag will scare off consumers. If I have to ask, the end result may be I simply don’t want to afford it.

Agency: BBDO
Creative director: Ian MacKellar
Copywriter: Barnaby Southgate
Art director: Andy McKay

BRIAN HICKLING is senior vice-president, managing director and creative director at Colour