Off the back of Jaguar’s controversial re-brand and marketing change, the Repco Garage has highlighted five of the best campaigns from automotive manufacturers.
- Mazda – Zoom-Zoom
Mazda’s Zoom-Zoom campaign came at the turn of the millennium when the brand also went through a rebrand. A catchy song and the sight of Mazdas driving on the open road captured the imagination of many as it continues to be a popular brand in the market to this day. Selling the dream of the MX-5, RX-8, 6 and 3 has proven a success for the Japanese marque.
- BMW – Ultimate Driving Machine
BMW’s Ultimate Driving Machine marketing campaign started in the early-1970s and is an enduring slogan of not only performance, but prestige. Just as the generation of the 1970s entered professional careers, ‘The Ultimate Driving Machine’ emerged as a status symbol to distinguish itself as mark of success. The slogan continues to be used by BMW to this day.
- Volkswagen – Lemon
Not many advertisements are self-deprecating, but this one from Volkswagen for the Beetle did. From print media, ‘Lemon Laws’ introduced in the US during the 1950s and high American patriotism after World War II make the thought of selling a German marque a very tough prospect. It proved a success as the headline ‘Lemon.’ ensured the reader stopped to think, while being in black and white made it standout in the colourful Life magazine and finally the add appeared strange due to the Volkswagen logo being out of place. Here the Mad Men chat about the ad.
- Toyota – Oh What A Feeling!
Another to be born in the 1980s, Toyota’s ‘Oh What A Feeling’ marketing campaign came at a time when Australians were choosing homegrown brands rather than imported contemporaries. ‘Oh What A Feeling’ and the iconic jump afterwards on TV provides the perfect ideal of Toyota ownership, which has proven to be true for more than 40 years. It proved a success as Toyota ate into the advantage of Ford and Holden by the end of the decade. By the 1990s, Toyota was closing in on the number one tag and succeeded in the 2000s to be the leading brand in Australia.
- Holden – Football, Meat Pies, Kangaroos and Holden Cars
Also used in the US and South Africa in different iterations, Holden’s 1970s tagline is still remembered to this day. Football, Meat Pies, Kangaroos and Holden Cars represented everything Australian in the 1970s. Released in 1976 at the height of Holden popularity in the marketplace, a new revolution was on the radar for Holden as it introduced the smaller Commodore in 1978 and some 42 years later the brand was dissolved. This add still remains in the vernacular of many due to its catchy jingle and voice over by Ken Sparkes.