EXT. CAR DEALERSHIP - MORNING
There are some fun things you can do when you are part of a copywriter/art director team in an ad agency. One of them is making sure you test the products you advertise. So here we are, under the big Texas sky, taking one of these new puppies for an "over 80 MPH" ride. We were to create a campaign to introduce a car with lots of technical improvements, but how to do it in a more familiar way? We kept driving until the radio played some kind of epic song. That was moment we realized nothing really mattered but that same moment. We wanted to create a campaign about how the car can help you get somewhere else mentally and emotionally.
The stories of this campaign highlighted revolutionary features in everyday situations, positioning them as familiar problem-solvers for our target drivers. Features like the impressive fuel efficiency of "42 Miles Per Gallon," became "Keep Driving Until You're Ready" and "Turn-By-Turn Navigation System" became an "Emergency Diaper Locator."