Nationwide Vehicle Contracts explains how car commercials have changed over the years, from the early days of simple commercials to modern day high-budget productions
Car commercials have been a mainstay of television advertising since the medium's inception. Over the years, car advertising has evolved significantly, reflecting both changes in the automotive industry and shifts in cultural attitudes. In this blog post, we'll take a look at the evolution of car advertising on television in the UK, from the early days of simple commercials to the modern, high-budget productions we see today.
The Early Days: Simple Commercials
In the early days of television, car commercials were relatively simple affairs. These ads tended to focus on the basic features of the car, such as its horsepower and fuel efficiency and often featured a straightforward voiceover explaining these features. These ads were often shot in a studio setting, with a plain backdrop and the car itself as the main visual element.
One classic example of an early car commercial in the UK is the 1959 advertisement for the Morris Mini Minor. This ad features a simple, jazzy soundtrack and basic animation to highlight the car's compact size and fuel efficiency. The ad is notable for its catchy tagline: "The best things come in small packages."
The 1970s and 1980s: Emphasizing Style and Luxury
As television became more sophisticated in the 1970s and 1980s, so too did car advertising. Ads from this period began to place more emphasis on the style and luxury of the car rather than just its basic features. These ads often featured exotic locations and glamorous models, with the car itself taking on a more prominent role as a status symbol.
One classic example of a 1970s car ad is the 1976 commercial for the Ford Granada. This ad features a gentleman driving the Granada through the Scottish Highlands, with sweeping shots of the countryside and dramatic music in the background. The ad emphasizes the car's "elegant lines" and "beautiful interior," as well as its advanced engineering and safety features.
The 1990s and 2000s: Humour and Emotion
In the 1990s and 2000s, car advertising began to shift away from pure glamour and luxury and toward a more humorous and emotional approach. Ads from this period often used humour to make a connection with viewers or tried to evoke an emotional response through storytelling or music.
One classic example of a humorous car ad from this period is the 2005 commercial for the Volkswagen Golf GTi. This ad features Gene Kelly rapping and breakdancing to a club-mix of Singin' in the Rain. The ad became iconic after months of negotiations with the star's family, the movie rights' owners and record label EMI. It remasters the scene using masks, wigs and digital techniques to impose Kelly's face on the dancers.
The Modern Era: High-Budget Productions and Environmental Awareness
In recent years, car advertising has become increasingly high-budget and sophisticated. Ads from this period often feature cutting-edge special effects, stunning cinematography, and big-name celebrities. There has also been a greater emphasis on environmental awareness and sustainability, with many ads highlighting the car's eco-friendly features.
One example of a modern car ad that embodies this trend is the 2018 commercial for the Audi e-tron. This ad features a dramatic chase scene through a futuristic city, with the e-tron's electric power and eco-friendliness highlighted throughout. The ad also features a cameo from Game of Thrones star Maisie Williams, adding a touch of celebrity glamour to the proceedings.
In conclusion, car advertising on television in the UK has undergone significant changes over the years, reflecting both the evolution of the automotive industry and broader cultural trends. From simple commercials highlighting basic features to high-budget productions featuring big-name celebrities and cutting-edge special effects, car advertising has come a long way since the early days of television.
Why not check out our Most Iconic and Memorable Cars in Pop Culture blog, where we have put together a short list of some of the most iconic vehicles in pop culture throughout the decades. We also produce a range of weekly blogs on various topics, which can be found in the blog section of our website.
Nationwide Vehicle Contracts are one of the UK's leading car leasing brokers and offer a range of leasing deals to suit every need. To find out more, check out our comprehensive car leasing guides or call one of our experts on 0345 811 9595.
Originally posted: 22nd March 2023
