Just about everything in this auto commercial--including the statistics--is made up, and in a short time the ad seems to carry you to an obvious conclusion. But just when you think it’s another version of a commercial you’ve seen a hundred times, the ending catches you off guard.
The response of the Hyundai Elantra owner toward the Toyota Prius owner could cause a lot of people to miss the point of it all. The overall message is that Toyota Prius owners are becoming snobs, and as a result, a growing number of consumers are turning to other brands.
The video's cast is comprised of Andy Richter and James Adomain of the Upright Citizens Brigade Theater. Richter, of course, used to be affiliated with Late Night with Conan O'Brien.
I’m not going to give away the ending of the video--you’ll have to watch it to get the full effect. It’s definitely worth looking at the unique and risky way it was put together.
Why This Trend Is Growing
- Anti-green-marketing
- Marketing campaigns that mock eco-friendliness and tout conspicuous consumption represent an opportunity for disruptive innovation in the auto advertising industry.
- Anti-snob-marketing
- Ads that criticize or parody the elitist attitude of certain groups can prove successful and disruptive to traditional marketing in the automotive sector.
- Inauthenticity-marketing
- Creating seemingly outlandish or false advertisements can engage viewers in a way that traditional auto ads don't, presenting a unique opportunity for automotive branding solutions.
Industries Being Reshaped
- Automotive
- Automakers can gain an outsized market share by making fun of 'greener-than-thou' attitudes and other forms of uppityness in their advertisements, compelling innovative marketing solutions from traditional and upstart brands alike.
- Advertising
- Creating cutting-edge marketing campaigns with seemingly outlandish commercials, such as the anti-snobbery commercial for Hyundai's Elantra--can offer expansion opportunities for established and emerging advertising firms.
- Comedy
- Comedian actors have an increasingly important role to play in off-the-wall auto ads that stand out from the rest, causing forward-thinking car manufacturers to invest in truly creative and unique concepts.
