Draft an advertisement for an electric car
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Answer:
Ford C-Max Energi Plug-in: Clowning Cadillac
When the Cadillac ELR became ready for consumption, GM released the “n’est ce-pas?” ad for the pricey plug-in that received a torrent of bad reviews. Smug self-satisfaction was the tone of the day, while the ad managed to mock a nation (France) and offend countless others at the same time. It was also a glorification of wealth for wealth’s sake and a celebration of the workaholic way of life. In short, it was a disaster.
Ford seized on the moment and released this populist response as an ad for its C-Max Energi plug-in hybrid. Replacing a luxe swimming pool with a pile of dirt and the Cadillac with a functional C-Max, Ford stressed that EV drivers don’t have to be pompous characters in the slightest. Heck, they might even be interested in the environment for the environment’s sake, and hip people at the same time.
Fiat 500e: The Electric That Turns You On
Fiat has gone out of its way to point out the sexiness of small cars with a series of “The Italians Are Coming” ads. The automaker took that same approach to its all-electric car, the 500e, in a recent ad. Though the car remains a compliance vehicle available only in Oregon and California, Fiat decided to suggest there was nothing dull or frumpy about its new EV. Putting the little electric car on a test track with cones is amusing in itself.
Chevy Volt: Baffling Aliens
GM took a clever approach to disseminating information about EVs with this commercial that aired during Super Bowl XLVI in 2012. While extraterrestrials marvel over the battery pack of the Volt in the garage, the exasperated owner explains once again that, indeed, it runs on electricity for several dozen miles before it switches over to gasoline power. The aliens are impressed, which draws a smile, but it makes the Chevy Volt seem like a technological wonder worth exploring.
This ad made its point with style while never approaching a preachy tone. It also made electric cars seem like something your neighbor might have in the garage next door (i.e. something normal).