Advertisement
Find a Car
Go!

"BWM": German Precision, Right Down To The Ad Copy


BMW Spare Parts

At the German company where I work, the relationship between German colleagues and North American and British colleagues can be strained. It comes down to the German cultural capital of speaking directly, clearly and very unambiguously.

I have been party to social situations where one colleague (non-German) asked her office mate (very German, right down to the black socks and Birkenstocks) what he thought of her new shirt. He replied, “it’s ugly, the color doesn’t suit you.” It’s the whole truth, the blunt truth, and nothing but the truth.

I find that this approach works well in German car advertising too. Get the message across, simple, plain clear. The Mercedes motto is “The best or nothing.” The brilliant Porsche message is as direct and brusque as a German waitress at a café: “Porsche. There is no substitute.” Audi is a bit more abstract: “Leading with technology” (loosely translated).

With that in mind, I present to you two of the best print ads (sorry, no video, folks) I have seen in quite some time. One is from BMW on the danger of using imitation replacement parts, and the other is from VW on the highly-regarded DSG transmission that unites the benefits of a manual and an automatic.

Both ads are gems of simplicity, directness and are way better than any ad you will see from Mazda, Toyota or Hyundai. The Asian print ads I came across while comparing these tended to be wordy, too much text, too many ideas. Like they are trying too hard to sell you something. Trying to be too clever and keen.  

Any ad, be it print, radio, TV, web, or even skywriting needs to make a point in a short amount of time. These two ads use Germanic clarity and directness not just in the message but also in the clean visual image being presented. Modern, sophisticated, no rough edges. Just like most recent VW and BMW cars. The brand extends consistently from the product to the message.

Well done.

[Ads of the World]

 

 
Follow Us

 

Have an opinion?

  • Posting indicates you have read this site's Privacy Policy and Terms of Use
  • Notify me when there are more comments
Comments (3)
  1. Opinion is exactly that--one person and their values. Do you have representative sample data that confirms these are more effective than ads from Asian companies? At least I don't see you reporting any hard data.

    Personally I did not find either advert all that powerful or attention getting, but then again, maybe I am not smart enough to be part of the target demographic?
     
    Post Reply
    Vote
    Bad stuff?

  2. German ads may be simplistic but their products are overly complex and unreliable - and they think there s__t doesn't stink. The ol' Adolph complex still exists.
     
    Post Reply
    Vote
    Bad stuff?

  3. I personally love these ads; they are not boastful. When you make solid products you don't need much ad copy to appeal to the public.
     
    Post Reply
    Vote
    Bad stuff?

 

Have an opinion? Join the conversation!

Advertisement
Advertisement
Take Us With You!
   
Advertisement

More From High Gear Media


 
 
© 2014 The Car Connection. All Rights Reserved. The Car Connection is published by High Gear Media. Stock photography by Homestar, LLC. Send us feedback.