This article comes from WeChat public account: empty hand (ID: firesteal13) , the picture from:
Last year there was a very controversial auto ad, Cadillac CT6 “No rear drive, not luxurious.”
In my observation, there are three points of controversy among viewers:
One: the way the big characters fill the screen is too rough, not sophisticated enough, and lacks luxury.
Second: “No silk scarf, no aunt”, “No routine, no boss”, “No selfie, no fitness”, “No abbreviation, not after 00” and so on, and cars, It has nothing to do with the rear drive, the creativity is too clueless;
“No homophony, no copywriting”, “No brainwashing, no advertising”, “No magnification, no Party A” are even more self-proclaimed by the advertiser.
Part 3: What is the relationship between rear-drive and luxury?
For example, “I do n’t feel this ad, the brand cars in that price segment have rear-wheel drive”, such as “Many luxury car brands are rear-wheel drive, I do n’t understand why this ad emphasizes an advantage that is not unique to Cadillac” statement.