The history of electric vehicles goes back a lot further than you might expect. Indeed, in the late 19th century, when cars themselves were still a relatively new invention, electric motors were preferred as they were quieter and more economical. Conventional, petrol-powered cars didn’t really become the standard until the interstates and motorways were finished and people were driving longer distances. Range anxiety then stepped in, and the rest is history.
Fast forward a hundred years, however, and electric cars that can comfortably take us halfway across the country on a single charge are a reality and as the automotive industry accelerates toward a more sustainable future, EVs are at the forefront of this green revolution.
But how do you convince consumers that have been told for decades that electric cars are a joke that they can be genuine desirable? Just ask Elon Musk. If there’s one company that underlines the sea change of public perception around EVs, it’s Tesla.
When it comes to electric cars, Tesla is the undisputed industry leader and disruptor. Their marketing strategy revolves around innovation, performance, and a touch of rebellion, which has led to a market where owning a Tesla is as much a stylistic flex as it is an environmental one. But, while they certainly paved the way, it’s not just the luxury tech-fiend market that’s been lapped by electric motors.
One of the key components in that perception shift is, of course, the marketing and creative advertising campaigns that have broken stereotypes and showcased the potential of the electric dream. Today, I’ll be putting the spotlight on 5 ad campaigns for electric vehicles that prove it’s easier than you think to make these increasingly desirable investments seem effortlessly cool. Even if they are still a little on the pricey side!
1. Tesla: The Original Disruptor
Tesla has managed to rebrand the entire idea of what it means to own an electric car and no ad embodies their identity better than the Model S spot from 2016. The spot didn’t focus on environmental benefits; instead, it highlighted speed, acceleration, and the thrill of driving, all set to the narration of Nikola Tesla, arguably the godfather of electricity. As you can see for yourselves above, it was a boldly emotional ad that I honestly couldn’t see the Musk of today putting his name to, given the embarrassing James Bond villain he has become in recent years.
2. Audi e-tron: Tackling Objections Head-On
Audi’s Super Bowl 2020 e-tron ad takes a bold approach by actively courting millennials and Gen Z drivers by featuring Game of Thrones actress Maisie Williams belting out the iconic Frozen hit “Let it Go” while cruising past “stuffy” petrol and diesel drivers in her brand new e-tron. It’s a smart move to target younger drivers in many regards, as they are the ones more likely to make the switch to electric for purely sustainable reasons. The only thing holding them back is that price, but Audi has always been seen as a minor luxury brand, so it’s a move that makes sense.
3. Porsche Taycan: Challenging Norway
Porsche’s ad for the Taycan cleverly targets Norway, a country that sells more EVs per capita than the US. Indeed, Norway is comfortably one of the most popular countries in the world for electric driving yet it’s an incredibly large country full of incredibly long roads. The idea to spend 2 minutes effectively showing off the epic and dynamic Norwegian landscape through the eyes of an all-electric Porsche Taycan is a pretty clever move. It shows these cars are built for more than just city commuting and looks incredibly suave doing so.
4. Kia EV6: The Power of Silence
Kia’s “Silence if Powerful” ad for the EV6 ad taps into our senses in an effort to show that power doesn’t have to sound like a jet engine. Starring professional racer Kris Martin, who uses sign language to provide the running commentary, the spot leans heavily into one of the features of electric cars that have often been mocked; their relative silence.
5. Mercedes-Benz EQC: Goodbye Noise
Mercedes-Benz’s EQC ad also focuses on the sensory experience of driving an electric car but does so in a more comedic manner, something which is rarely seen in automotive campaigns. It contrasts the noise of traditional engines with the serene silence of the EQC but the sounds you’re hearing are all being made by a comedian. Anyone who fondly remembers the Police Academy movies will get it. For everyone else, it’s proof that electric car ads don’t have the be serious to be taken seriously.
The Cool Factor
Electric cars are shedding their nerdy image and embracing the cool factor. From Tesla’s rebellious spirit to Audi’s practical prowess, these ads prove that EVs can be exciting, stylish, and downright desirable. So, buckle up—electric dreams are here, and they’re cooler than ever.
Murray Laidlaw April 15th, around noon
I hated the Tesla ad, it's pretty much what I would expect from them. This ad looks really dated now, much like their cars.The Porsche advert stands out because of the beauty of Norway and that it's doesn't try too hard. Difficult to accept though that they couldn't have shot a few more frames so they didn't have to rely on repeating earlier shots. Norway as the man says is a large beautiful country.