Human Relationships in Advertising: An analysis of three advertisements of 2020

The advent of modern channels of communication process has opened new dimensions in marketing. To earn more profits and enable people to know about the products available, advertisements have become increasingly important. The end of the year 2020 witnessed the release of three advertisements in particular related to motor vehicles which effectively captured the minds of the viewers and was able to propagate the desired message.

⦁   October 2020: The agency Cheil India, for their client MG Motors' Gloster
⦁   November 2020: The agency Saatchi & Saatchi Australia, for their client Toyota (Hilux)
⦁   December 2020: The agency Publicis United States, for their client Toyota

The interesting thread which binds them three ? the aspect which no parent would be able to deny: his child's desires. In all the three advertisements, the advertisers use this notion to incite the protagonist to venture for a ride using the product, i.e., the vehicle.

The first in our list is MG Gloster's "The Selfless Car". The vehicle is powered by an Advanced Driver Assistance System and Intelligent 4WD, the vehicle adapts and adjusts to one's driving style, giving an unmatched experience, with every drive. The advertisement begins with a conversation between a father and his daughter in which having ice-cream is termed as an "emergency", and it sure it is in a child's world. The vehicle's capabilities are well portrayed: intelligent 4 wheel drive offering an off road driving experience, automatic intelligent breaking system and features which adjust automatically to the driving experience of the rider. Just like a father acts selflessly for her child, the MG Gloster puts the driver first.

Toyota has always taken marketing very seriously and has come up innovative idead for brand placement. The advertisement for the New Hilux was no less. Once again, a child's desire to find her missing soft toy spurred a chain of reaction in which the car's off road capabilities are well portrayed. It ends with a humorous twist in which the soft toy is with her parents showing how cleverly the father used her child's desire to fulfill his own of taking the vehicle through an exciting but difficult terrain. The tagling speaks a volume too. Just like the unbreakable human spirit, Toyota has come up with a vehicle that is tough, sturdy and durable.

The third advertisement seems to be the most beautiful of the three. It is an animation which portrays the relationship between a father and his son: the indestructible bond. A father comes back from work while his son his writing a note to santa for christmas. The note flies away from the window and the father grabs his son's hand and rushes to get that note using the vehicle. After a persuasion which seems exciting but full of challenges, the father finally gets hold of the note just to reveal to the audience that all his son wanted for christmas was a road trip with his father. Indirectly, Santa fulfilled his wish, way before christmas. The advertisement ends with the tagline "be there for someone".

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Human relationships are complex but yet so beautiful and sometimes all it takes is a carefully orchestrated marketing strategy to teach us what really matters in life.

December 24, 2020

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