The most successful ads often make use of the technique to draw a parallel between the product and a broader idea. This Smart Center 'Evolution' campaign follows this path, linking a subcompact vehicle to the concept of the survival of the fittest.
At first, you might wonder why such an association might be made and how it could be carried out in a way that makes sense. Well the Conexao advertising agency of Rio de Janeiro, Brazil, has managed to pull it off quite sharply through the portrayal of simple pictures.
"Evolution always compacts" is the strong statement that brings the whole theme together, based on the idea that creatures adapt to a changing world. This Smart Center 'Evolution' campaign juxtaposes dinosaurs with modern animals to demonstrate that truly adaptable drivers will switch to smaller automobiles too.
Down-Scaled Darwinist Ads
This Smart Center 'Evolution' Campaign Talks Up Downsizing
Trend Themes
1. Downsizing Trend - With the rising demand for fuel-efficient and eco-friendly vehicles, downsizing vehicles has become a growing trend in the automotive industry.
2. Evolutionary Advertising Trend - The use of evolutionary concepts in advertising is an emerging trend that cleverly associates a product or service to the idea of continuous adaptation and development.
3. Survival of the Fittest Trend - The survival of the fittest concept is gaining popularity in marketing as a means to create a stronger brand image and underline the superiority of a product or service.
Industry Implications
1. Automotive Industry - The automotive industry can use downsizing as a disruptive innovation opportunity to create more fuel-efficient vehicles and appeal to environmentally-conscious customers.
2. Advertising Industry - The advertising industry can leverage the evolutionary trend to create more impactful campaigns that resonate with consumers and enhance brand messaging.
3. Marketing Industry - The marketing industry can use the survival of the fittest trend to create compelling brand images and promote products that are superior to their competition.