Why do TV ads use classic cars?

MrCostington

I hope this is not too off topic here, would be more suited to a marketing forum but there seems to be none here apart from the closed one

So, I just seen an ad for McDonalds where a woman goes through the drive thru, in a Merc W123. It just showed the interior, so only us would know it's a classic, I'd say. I seem to remember they used a Capri a year or 2 ago. And the confused.com ads uses a W116 (I think). I've seem others but can't remember them now.

I can understand somewhat with a luxury good, but why for fast food (where 90% would not notice it's a classic) and a broker site.??

EDIT just remembered the Coke ad that got a lot of publicity, a woman being taught to drive also in a W123 just after Saudi women were allowed to drive

macplaxton

Can't answer your question, but this McDonald's UK advert from last summer (June/July 2019)

was localised for Ireland with a different voice dub and some CGI Irish numberplates!

Unfortunately I never managed to save a copy to my computer at the time and McDonalds Ireland really don't bother much with their YouTube channel.

MrCostington

Thanks. I think I remember that one now! The ad I saw last night must have been a different edit of that as it did not show the outside much.

Effects

MrCostington wrote: »

I can understand somewhat with a luxury good, but why for fast food (where 90% would not notice it's a classic) and a broker site.??

Who do you think creates these ads? Directors and designers that have good taste. It doesn't matter that it's for a McDonalds ad, they still want it to look good.

Isambard

i think it's a case of them needing a car in the ad but not wanting to confuse their message by using a current model that may be the subject of advertising elsewhere. It's their product that is the message not the car in other words. my theory only.

Testacalda

I suppose its to get attention in ads, as modern cars, by there very nature, are too common in our world for people to react to, also driving a classic car is aspirational.

I remember an ad that trivially annoyed me, with James Cordon recklessly driving a Mercedes W108? was it. It was a car insurance ad for Confused.com.

They had and American registered car even though it was a British ad, and being a car from the '60s / '70s, confused.com probably wouldn't even give you an insurance quote on it, if did have one.

Pasteur.

Classic cars make nice props

No reason not to use them

Isambard

Testacalda wrote: »

I suppose its to get attention in ads, as modern cars, by there very nature, are too common in our world for people to react to, also driving a classic car is aspirational.

I remember an ad that trivially annoyed me, with James Cordon recklessly driving a Mercedes W108? was it. It was a car insurance ad for Confused.com.

They had and American registered car even though it was a British ad, and being a car from the '60s / '70s, confused.com probably wouldn't even give you an insurance quote on it, if did have one.

you remember the ad and what it was for....job done.

gipi

Using a classic car means the advert doesn't age too much, which it would if a current car model was used - the ad can then be shown for a few years.

Testacalda

Isambard wrote: »

you remember the ad and what it was for....job done.

I'm not saying it was poor, from an advertising point of view, it merely annoyed me a little!

outfox

Maybe if the advert used a modern car, the car manufacturer would object or seek payment???
Interestingly, in most cases, the classic they use is a Mercedes.

MrCostington

Thanks for all the replies. I did not consider the fact using a classic makes the ad ageless and not confused with a car ad.

MrCostington

Testacalda wrote: »

I remember an ad that trivially annoyed me, with James Cordon recklessly driving a Mercedes W108? was it. It was a car insurance ad for Confused.com.

Ah, I think you're right, a W108 not W116 - I just looked at their website now! I don't think I have seen the ad with James Cordon, the one is with a guy that looks like Dennis Hopper I think (hardly is him?) and just shows the rear of the car and out of focus.

Wheety

macplaxton wrote: »

Can't answer your question, but this McDonald's UK advert from last summer (June/July 2019)

was localised for Ireland with a different voice dub and some CGI Irish numberplates!

Unfortunately I never managed to save a copy to my computer at the time and McDonalds Ireland really don't bother much with their YouTube channel.

They do the same thing with a new ad, where the young lad is listening to Flying Without Wings. I remember watching it and thinking 'that doesn't look like Ireland', then I saw the UK original.

galwaytt

Only one thing more popular than classic cars in ads: Vespa's.

They are literally, everywhere.

See how many you spot now...............

RobAMerc

I think the obvious answer is - they are cool. and people who drive them are cool, as are people who like them, and those who hang around internet forums talking about them are cool !:D

Buying a burger coz the ad has a classic car in it gives you an opportunity to have a slice of that coolness (for only a minute though):D

whisky_galore

Modern run of the mill cars are ubiquitous and boring. They dont turn heads.

JabbaTheHut

RobAMerc wrote: »

I think the obvious answer is - they are cool. and people who drive them are cool, as are people who like them, and those who hang around internet forums talking about them are cool !:D

Buying a burger coz the ad has a classic car in it gives you an opportunity to have a slice of that coolness (for only a minute though):D

You have my vote

As someone who's not really a classic car enthusiast, for McDonald's I presume the idea is to suggest that the McDonald's brand is, in itself, timeless.

kaizersoze

It's an attempt by big corporates to get consumers to hark back to simpler times when everything was good, family was everything, food and products were wholesome and life was simple. The Brady Bunch, Happy Days kind of thing.

And of course the other reasons mentioned.......being cool and all that!:D