Hey, Ravinder here.
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When did advertisements for cars become boring? Though I can't pinpoint the exact period in time, I do find myself referring back to car ads made before the year 2000. It seems as though car ads were just better then. This ad for a Porsche 911 proves it. I believe it to be a print advertisement. It just so happens that this ad targets an audience-base of which I fall into - deeply. Porsche has always been my favourite car, in particular, the Porsche 911. So allow me the pleasure of tearing this ad down for you.
We begin with the headline framed as a rhetorical question. It's there to have an impact and make a point, rather than get an answer. It assumes you didn't spend your youth dreaming about owning a Nissan or a Mitsubishi (who does?). It plays on that common assumption to make it relatable for their intended audience - that being adults. It's not targeting the youth; it's evoking a sense of nostalgia in adults. After all, not many teens can afford a Porsche 911. As with I, I'm sure many other people who fit in the target demographic for this ad can't help but smile from the get-go.
In the book Ogilvy On Advertising, David Ogilvy says that advertisements should always be in following hierarchical order; image, headline, copy. This ad breaks those rules. But, it breaks those rules with fantastic effect. The dominating image of a Porsche 911 sandwiched between the headline and copy hypnotises you. The subtle angle of the image has an empowering effect; it's as if you're looking up at the car. The image evokes a sense of aspiration. There's no denying that this is an ad that Porsche would've wanted youths to hang up on their bedroom walls. It's more than an image. It's a piece of art.
Below the image sits the body copy: a short, but powerful paragraph. The brief sentences combined with relatable copy make it a pleasure to read. For once, an ad you don't want to flick past. And the only reason it's relatable is that they clearly understand their target audience. With a brilliant, yet subtle use of words, they confirm that the Porsche 911 has been your dream car since childhood. They don't need to go into the performance figures; they assume you know this as an admirer. Instead, they push you on the benefits. Again, in the last sentence, Porsche evokes that sense of nostalgia they used in the headline.
I love this advertisement. It certainly worked. My only criticism is with the Porsche logo which sits below the body copy. It doesn't seem to fit. I'm sure it was something they just had to put in. Regardless, this is an advertisement I would love to frame. And if an ad can evoke that sort of response, it'll provide a lifetime of value. In this fast culture, many companies use and abuse ads for clicks, but if you can create a timeless piece of copy, it'll compound in value. I'd encourage you to review more old car advertisements.
Until next week,
Compounding Copy | Sepapaja 6, Tallinn, Estonia