How to … Make a Memorable Car Ad

Legacy workflows and equipment always got in my way, so it has been heartening to see the industry move away from past modes of thinking and create value in new ways, like branded and long-form content made for online consumption. It has allowed a small tribe of newcomers and veterans to shift gears and inject a ton of creativity into advertising to reach wider but also more passionate audiences. No longer must we navigate a political system to get our ideas to the wider world. But getting your content to stand out in our brave new system is still a challenge unto itself. Here are three steps that I like to take to keep it fresh.

Find Different

Your audience has seen hundreds – if not thousands – of car ads already, so the inherent challenge is to make it memorable in 60 seconds or less without falling into the usual tropes. To create something truly different, I need to engage my passion for the subject: I’ll read reviews of the vehicle, watch past commercials for the model and study how the car has changed historically. A car’s basic character will often speak to what approach works best. In the piece below, Bentley gave me access to their fleet for a year, and I was able to incorporate the vehicle into my life and film it across the world. It helped me find what made the car different. Then, I just needed to film that “different.”

Essentials Only

It can feel daunting to think up new and fresh ideas, but taking small measures can often lead to big results. Personally, I like to strip the each and every process down to its core parts. That lets me clear the accumulated clutter during production phases and helps foster a more collaborative spirit on the project. I can’t be afraid to use the bare essentials and simple methods when shooting. The less-is-more approach can really bring out the best in some cars, like this spot of a lightweight Porsche 911. I shot it over an hour one Sunday morning in Berlin using a gimbal and a microphone taped to the car’s exhaust.

Think Outside the 60-Second Spot

The 60-second spot is still the standard, but with efforts from automakers and agencies to tap into social media and enthusiast communities online, it gives us a chance to explore longer-form storytelling. Whether it’s as simple as a behind-the-scenes or making-of, often thinking bigger – and longer – helps develop the traditional spot and place the vehicle into a larger narrative. But above all, it’s also great content. Case in point: IOM TT, the award-winning short documentary I did about the famed Isle of Man motorcycle race, showcases a thrilling, dangerous competition amid stunning natural beauty, but its longer form let us also turn the film into a tribute to the scores of racers who have died on the course. By enriching the subject, the film was able to reach a broader audience it may not have otherwise.