Automotive Marketing Campaigns: 19 Top Car Ads of All Time
The automotive industry is a high-speed race for attention.
In a marketing landscape saturated with various ads, brands are constantly pushing the boundaries of creativity to get the hearts of potential buyers.
From cinematic masterpieces evoking powerful emotions to groundbreaking social media campaigns igniting conversations, the world of automotive marketing is a dynamic spectacle.
But with so much vying for our attention, how do you separate the truly exceptional from the merely adequate?
We’ve carefully selected marketing campaigns that have not only turned heads but have also set new standards for innovation, storytelling, and effectiveness. Let us take a closer look at the advertisements shaping auto marketing for years.
Whatās Inside
- Modern Automotive Marketing Landscape
- Best Car Advertising & Marketing Campaigns
- Jaguar – Copy Nothing
- Honda – Forever Determined Mandarin
- Volvo Trucks – The Epic Split feat. Van Damme
- Volvo Cars – A Million More
- Volvo Cars – The E.V.A. Initiative: Equal Vehicles for All
- Audi – Ski Jump
- Audi – 4 Key Rings
- BMW – The Gift
- BMW – S1000 RR. Dinner for RR.
- Tesla ā Full Self-Driving
- Ford – Mustang Shelby GT “Police Chase”
- Mercedes-Benz – āChickenā MAGIC BODY CONTROL
- Mercedes-Benz – Bertha Benz: The Journey That Changed Everything
- Hyundai x BTS – For the Earth 60 sec
- Hyundai – A Message to Space
- Volkswagen – Bring Back the Energy
- Lamborghini – Real Lover
- Bentley – The new Flying Spur
- Toyota – “The Pitch” | 2022 Toyota GR Supra
Modern Automotive Marketing Landscape
The modern automotive journey begins long before a potential buyer sets foot on a showroom floor. A staggering 95% of car shoppers now rely on online outlets to get information, bypassing dealerships as their initial point of contact.
And the digital marketing influence doesn’t stop at research; McKinsey reports that 60% of consumers expect to make their next auto purchase via digital channels.
All the digital touchpoints during the car-buying journey need to be connected. The customer expects it all to work. And when it works, you get their full attention and some money with it.
And this dramatic change has redefined the automotive marketing scene and offers brands a huge opportunity as well as a challenge.
So, what does this mean for automotive marketers?
#1 Content is superimportant: With car buyers seeking info online, the quality and relevance of brandsā content are paramount.
- Specs, features, comparisons, and expert reviews are important.
- High-quality imagery and videos, including virtual tours, 360Ā° views, test drives, and lifestyle shots, influence purchase decisions.
- Articles that address common issues, buyer’s guides, and frequently asked questions establish credibility.
- Customer reviews, testimonials, and active forum discussions provide social proof.
#2 SEO is the key to discoverability: What good is great content if no one can find it? Search engine optimization is non-negotiable.
Optimizing the website and content for relevant keywords ensures the automotive brand appears prominently in search results.
#3 Social media is more than just a post: Social media platforms are invaluable for engaging with potential customers, answering questions, and fostering a sense of community.
In other words, a responsive and active social media presence is no longer optional.
Given that 40% of consumers find new cars through video marketing that they had not previously considered, social media is becoming increasingly significant.
#4 Mobile comes first: In today’s mobile-driven world, a mobile-first approach is essential. Website and content must be optimized for mobile viewing and navigation to provide a seamless user experience.
#5 Online sales platforms are on the game: Brands need to develop robust online sales platforms that allow customers to complete the entire purchase process digitally, from vehicle selection and financing to trade-ins and delivery.
#6 Dealership still plays a role: Particularly for test drives and final delivery. The online experience should seamlessly integrate with the offline experience, offering online appointment scheduling, virtual consultations, and personalized follow-up.
Looking to Level up Your Automotive Marketing?
Weāve spotlighted two agencies that know how to drive real results ā blending data, creativity, and standout campaigns.
Best Car Advertising & Marketing Campaigns
Jaguar – Copy Nothing
Letās start the list with a highly bold and popular marketing campaign: Copy Nothing, which has indeed sparked a trend among brands modifying their social media bios to engage in playful commentary.
The rebranding effort actually aims at repositioning the brand ahead of its transition to an all-electric lineup by 2025. The best part, it takes an approach by focusing on a minimalist logo and a fashion-forward advertisement featuring models in vibrant outfitsāwithout showing any cars.
This new-age automotive marketing move has sparked mixed reactions. While some see it as a strategic campaign to modernize Jaguarās image and attract a younger audience, others argue that it neglects the brandās rich heritage of luxury and performance.
Still, āCopy Nothingā is accepted as one of the best automotive marketing campaigns.
Honda – Forever Determined Mandarin
As you will see in the next automotive marketing campaigns, car brands are always very willing to underscore their commitment to innovation. Hondaās “Forever Determined” campaign is an exact example of that approach.
A notable manifestation of this campaign was Honda’s float in the 134th Rose Parade on January 2, 2023. The float showcased Honda’s great number of mobility products from the past and present, including the Prologue, Honda’s first all-electric SUV, the electrified Acura ARX-06 race car, an electric motorcycle; and the HondaJet Elite II aircraft.
Honda has always been a company driven by dreams. When weāre faced with a challenge, we overcome it with sheer determination. That spirit has sparked industry-leading successes and itās what will take us forward into the future.
Volvo Trucks – The Epic Split feat. Van Damme
This one is undoubtedly a legend in the automotive marketing industry.
The 2013 advertisement featuring Jean-Claude Van Damme performing a remarkable split between two reversing trucks, was designed to showcase the precision and stability of Volvo’s Dynamic Steering system.
This live test was set up to demonstrate the precision and directional stability of Volvo Dynamic Steering — a world-first technology that makes the Volvo FM easier to drive. Filmed in Spain on a closed-off landing field at sunrise in one take.
As you already know, the ad quickly went viral, amassing millions of views within days and receiving widespread acclaim for its creativity and execution.
Its status as a benchmark for innovative marketing has been cemented in automotive history and referenced innumerable times.
Volvo Cars – A Million More
Except for āThe Epic Splitā ads, Volvo has released marketing campaigns highlighting safety, in compliance with the main value proposition of the brand.
As a great example, the brand launched “A Million More” back in 2020, which reflects on the initial public resistance to the three-point safety belt. As you may know, Volvo introduced these safety belts in 1959, which have since been credited with saving over a million lives.
Ideas that change the world are often the most controversial. After Volvo introduced the 3-point safety belt in 1959, people reacted with skepticism, doubt, and anger. To date, it has saved more than a million lives.
In 2020, we introduced speed limits on all our new cars. As the next step in car safety, we will introduce in-car cameras to prevent intoxicated and distracted driving. Because sometimes you have to believe when others donāt.
Volvo Cars – The E.V.A. Initiative: Equal Vehicles for All
Here is another safety-focused ad from Volvo.
Launched in 2019, the campaign addresses the need for vehicle designs that protect all occupants equally, regardless of gender, age, or shape.
Traditionally, automotive safety tests predominantly utilize crash test dummies modeled after the average male physique, leading to a higher risk of injury for women in car accidents. To counter this bias, Volvo has collected real-world crash data since the 1970s, encompassing a diverse range of body types.
Women are more likely to get injured in a car crash. Partly because male crash test dummies are the standard. But at Volvo Cars, we have collected crash data for more than 40 years to protect all people ā regardless of size, gender, or body shape. This has taught us a lot and has made our cars safer every year. To improve gender equality in all cars, we are now sharing our research with the rest of the car industry. We hope this will lead to safer cars for everyone.
Audi – Ski Jump
Audi, which is most famous for its “Keys” advertisements, has launched several successful marketing campaigns to date, including “Ski Jump.”
Renowned for its iconic imagery of the Quattro all-wheel-drive system, the ad released in 1986 and revisited in 2005 not only set a new standard for automotive advertising but also solidified the brandās reputation for excellence.
A recreation of the Classic 1986 Audi commercial. While climbing the dangerously steep ski jump, our legendary quattroĀ® all-wheel drive shows off its incredible gripping power.
Audi – 4 Key Rings
The most legendary ad in that list: is Audiās ā4 Key Rings.ā
The 2009-dated campaign is a prime example of effective symbolic advertising, centered around four key rings, each representing a key attribute of a competitor: Alfa Romeo (design), Mercedes-Benz (comfort), Volvo (safety), and BMW (sportiness).
This direct comparison generated significant buzz and cemented the ad’s memorability. The simplicity of the visual combined with the subtle humor, made the “4 Key Rings” campaign a resounding success, demonstrating the power of symbolism and direct comparison in automotive advertising.
BMW – The Gift
Holidays, particularly Christmas, make excellent themes for automotive ads – and BMW marketing takes advantage of it.
BMW’s Christmas-themed ad tells the story of a young child who longs for one of the company’s vehicles. The ad concludes with the boy’s delighted expression, suggesting that the experience was the best gift he could have asked for.
BMW – S1000 RR. Dinner for RR.
Letās continue with a classic example of how to use humor and storytelling to create a memorable automotive commercial.
From zero to 100km/h (62 mph) in just 2.9 seconds sounds very nice. But would that help in our XXXL-experiment?
Don’t try this at home with your dishes. Or your mom’s ones.
The ad is funny, engaging, and memorable. It effectively communicates the excitement and thrill of riding a BMW S1000 RR, while showcasing the bike’s performance capabilities.
Tesla ā Full Self-Driving
While most automakers invest heavily in ads, Tesla’s marketing strategy lets its technology and real-world demonstrations do the talking. Instead of paid campaigns, the company shares updates directly with its audience, relying on social media and Elon Muskās influence to spread the word.
One of the best examples is Full Self-Driving, a YouTube video that has been watched over 22 million times since 2019. Thereās no dramatic storytelling or scripted commercialājust a Tesla navigating city streets, highways, and intersections without human input.
The message is clear: this isnāt some distant concept. Itās happening now.
Ford – Mustang Shelby GT “Police Chase”
How can you show your vehicleās speed, handling, and overall coolness in a single ad? Fordās āPolice Chaseā answers that question.
The high-octane, action-packed commercial typically depicts a Shelby GT being pursued by police cars, but the chase is presented in a playful and exhilarating way, rather than a serious or dangerous one.
This type of creative and engaging advertising is often the work of experienced automotive marketing agencies in the USA, who specialize in capturing the essence of a brand and its vehicles.
Mercedes-Benz – āChickenā MAGIC BODY CONTROL
Another car commercial that uses humor is from Mercedes-Benz.
The viral ad (just on YouTube, seen more than 30 million times) features chickens whose heads are remarkably stable even when their bodies are moved, demonstrating the natural “suspension” they possess.
It’s a testament to the power of creative advertising and how a simple, unexpected image can effectively convey a brand’s message.
As part of Mercedes-Benz Intelligent Drive, MAGIC BODY CONTROL ensures optimum driving comfort.
Mercedes-Benz – Bertha Benz: The Journey That Changed Everything
Even though we adore Mercedesās digital marketing campaigns, the brandās traditional advertising touch is also worthy of praise. So, here is a tribute to Bertha Benz, the wife of Karl Benz, who made the first long-distance journey in a car in 1888.
The ad, praised for its history references, tells the story of Bertha’s daring adventure, from her preps and the challenges she faced along the way to her triumphant arrival.
In a time when ācarā was not even a word yet, and people relied on horses to pull their wagons, one woman challenged the status quo. To prove to the world that her husbandās invention was the future of mobility, Bertha Benz went on the first long-distance journey with an automobile, facing all kinds of challenges but stopping at nothing. The rest, as they say, is history.
Hyundai x BTS – For the Earth 60 sec
Even though we canāt call it a legendary example of automotive marketing, the Hyundai x BTS ad shows how important it is to team up with the right figures to reach peopleāitās seen more than 100 million times just on YouTube.
Released on Earth Day, the ad features the members of BTS, a popular South Korean boy band, singing about the need to take care of the Earth.
Even though we canāt call it a legendary example of automotive marketing,
Hyundai – A Message to Space
This is yet another example from Hyundai, but this one is very touching.
The ad, celebrating the power of dreams, features a young boy who builds a makeshift rocket ship out of cardboard. The ad ends with a message of hope and encouragement, telling us that anything is possible if we believe.
Stephanie from Houston misses her astronaut father working at the International Space Station. Watch how her special message, written by 11 Hyundai Genesis, was delivered to her father in space. This message was officially acknowledged as ‘The largest tire track image’ by the Guinness World Records.
Volkswagen – Bring Back the Energy
To highlight the shift to electric vehicles, the 2022-dated commercial skillfully appeals to nostalgia and emotional connection.
Promoting the Volkswagen ID.4 GTX, the āBring Back the Energyā advertisement creates a relatable scenario of selling a cherished vehicle and experiencing a sense of loss.
Sometimes you don’t know what you had until it’s gone. This was the experience an elderly woman had after selling her beloved Golf. Her life became sad and everything reminded her of the good times she had with her Volkswagen. Eventually, there was only one thing that could bring back her energy: the all-electric ID.4 GTX driving experience.
Lamborghini – Real Lover
As a great example of marketing for luxury cars, the brand masters the art of blending brand storytelling and nostalgia marketing to create a memorable experience, via that ad.
The ad taps into the universal childhood dream of owning a supercar; seeing a bunch of kids excitedly choosing Lamborghini toys among other brands. It evokes a sense of nostalgia and reminds viewers of the first time they were captivated by the brand.
We were searching for the Lamborghini #RealLover, the one who could show an incredible passion for our Super Sports Cars. Now the search is over, and Lamborghini Factory driver Marco Mapelli delivered the proper gift to him!
The message is clear: Lamborghini is a brand that inspires dreams.
Bentley – The new Flying Spur
Here is a combination of luxury, craftsmanship, performance, and heritage.
The ad watched millions of times, showcases the car’s exquisite interior and highlights its unparalleled luxury and the skilled artisans behind its creation.
It also depicts a luxurious lifestyle associated with Bentley ownership; the brand aims to create an emotional connection with its target audience, positioning the Flying Spur not just as a car, but as a symbol of success, refined taste, and a dream realized.
This strategy is typical of automotive marketing agencies in the UK, who understand the importance of aspirational branding.
Toyota – “The Pitch” | 2022 Toyota GR Supra
The Toyota “The Pitch” ad effectively achieves its goal of creating a commercial that doesn’t feel like a commercial. It prioritizes humor and storytelling over a hard sell, and it subtly integrates the GR Supra into the narrative.
How would a Toyota Supra driver go grocery shopping? That’s just one of the many ideas the Gazoo Racing team pitched for this epic GR Supra commercial. Pure driving pleasure created by enthusiasts for enthusiasts.
