Okay, okay, there is still some great creative coming out of agencies . . . at least out of Wieden & Kennedy Amsterdam. I wonder, though, how they’re going to capitalize on the energy generated by these vids?
They’ve got our attention . . . now they should go for the kill, which means astonish me with an, yes, insight about how much easier/better my life is going to be with this car. You know, ’cause right now I’m impressed but not convinced.
Insight uses value words like “stylish,” “aerodynamic,” “fun,” and “right price.” Zipcar uses ideas like “wheels when you want them” and “meet your neighbors.”
Zipcar kills my resistance with these ideas just like AirBnB kills it with “rent by the night from real people.” Both give me a completely different way of moving in the world that’s environmentally friendly, unencumbered, cheap (but not low quality), and social.
What does the Insight give me?: insurance and a regular commute (with lower emissions). Oh, and a car payment. That’s mean but not far from the truth.
I grew up with Honda and love Honda, but if they want me to get into the Insight, the viral has to go all the way down to the car itself.