How to … Make a Memorable Car Ad

Find Different

Your audience has seen hundreds – if not thousands – of car ads already, so the inherent challenge is to make it memorable in 60 seconds or less without falling into the usual tropes. To create something truly different, I need to engage my passion for the subject: I’ll read reviews of the vehicle, watch past commercials for the model and study how the car has changed historically. A car’s basic character will often speak to what approach works best. In the piece below, Bentley gave me access to their fleet for a year, and I was able to incorporate the vehicle into my life and film it across the world. It helped me find what made the car different. Then, I just needed to film that “different.”

Essentials Only

It can feel daunting to think up new and fresh ideas, but taking small measures can often lead to big results. Personally, I like to strip the each and every process down to its core parts. That lets me clear the accumulated clutter during production phases and helps foster a more collaborative spirit on the project. I can’t be afraid to use the bare essentials and simple methods when shooting. The less-is-more approach can really bring out the best in some cars, like this spot of a lightweight Porsche 911. I shot it over an hour one Sunday morning in Berlin using a gimbal and a microphone taped to the car’s exhaust.

Think Outside the 60-Second Spot

The 60-second spot is still the standard, but with efforts from automakers and agencies to tap into social media and enthusiast communities online, it gives us a chance to explore longer-form storytelling. Whether it’s as simple as a behind-the-scenes or making-of, often thinking bigger – and longer – helps develop the traditional spot and place the vehicle into a larger narrative. But above all, it’s also great content. Case in point: IOM TT, the award-winning short documentary I did about the famed Isle of Man motorcycle race, showcases a thrilling, dangerous competition amid stunning natural beauty, but its longer form let us also turn the film into a tribute to the scores of racers who have died on the course. By enriching the subject, the film was able to reach a broader audience it may not have otherwise.