THE 2009 MOTOR SHOW HAS FUN WITH ITS ADVERTS
AND VISITORS GET TO BECOME
CREATIVE FOR A DAY
The publicity campaign created by the Armando Testa agency for the 2009 Motor Show – set to take place at BolognaFiere from 4 to 8 December – ironically recasts the well-worn clichés of car advertising. The play of references is rendered all the more amusing thanks to the fact that the video advert, featuring a Barbie-style model and a toy car, is directed by Federico Brugia, a highly respected, multi-award-winning director of advertising campaigns for numerous car makers and a partner in the production house called The Family.
The 20-second commercial plays with the stereotypes of auto-industry adverts: the astonishment of passers-by on catching a glimpse of the car driving past; the entry of the car into a tunnel and the resultant play of light on the chassis; the reflection coming to a standstill as the car continues along its path; and the classic interaction with nature as the car passes through a puddle and heads out towards an endless field.
The ad, which combines “hand-crafted” stop-motion animation with carefully rendered, atmospheric backdrops, is produced by The Family and directed by Federico Brugia. A professional director since 1987, Brugia has been responsible for a host of memorable campaigns that have included some of the highlights of international advertising of recent years and have, accordingly, won a plethora of prestigious prizes. Since 2002, ad agency The Family has worked on campaigns for Toyota and Nissan Infiniti in the United States, BMW and Coca Cola in Spain and Samsung and Nissan throughout Europe.
The commercial, which has already been exclusively available to view on the official Motor Show Facebook page and on the www.motorshow.it site, will soon be broadcast on the national networks.
To download the video,
click here.
Just as the professionals are having their fun,
visitors to the Motor Show can have theirs, too. We are asking visitors to put their thinking caps on by giving them
the opportunity to conceive and create – in any format –
an alternative publicity campaign for this “Special Edition” of the Motor Show. We are looking for
an idea and a slogan that encapsulate
passion for two-wheeled and four-wheeled transport, which have always been the focus of the Motor Show.
The most successful adverts that visitors come up with (full-page adverts, radio commercials and video commercials) will be featured on the site and
three “creatives for a day” will be selected from the participants
by the editorial team of the
www.motorshow.it site. The
lucky three will be given a
very special surprise. All of the information on how to take part is available on the
www.motorshow.it site.