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Most car ads are pretty much the same. Drone shots. Generic voiceovers. A slow-mo wheel turning on dirt. No matter how good it is, it's been seen before. But Slate? They launched their new electric pickup with a fictional human taxidermy business. And it's one of the best product launches I've seen in years. Here's why: It flipped the formatMost auto marketing starts with what the product is: features, benefits, capabilities. Slate starts with who it's for and what kind of world it fits into. By building an entire fictional business (and a bonkers one at that), they tell you exactly what kind of customer Slate is made for: The unconventional thinker who doesn't want to drive what everyone else is driving. Don't just describe your product — create a world where it naturally belongs. You're not launching a thing. You're launching a story people can step into. It uses absurd specificity to signal belongingNothing in this ad should make sense. And yet, it's exactly why it works. The humor isn't surface-level. It's rooted in weird little details that build texture. This specificity creates a strong sense of in-group. If you get it, you get Slate. Specificity creates stickiness. It filters in the right people and filters out the ones who'd never buy anyway. It mirrors the customer's self-perceptionThe ad is ridiculous, but the guy is trying. He's building a business. He's misunderstood. He has ideas. He's scrappy. A little offbeat. And somehow, totally relatable. That's Slate's customer. Instead of pitching specs, they pitched self-identification. "I see myself in this guy. And this vehicle gets me." People don't buy products. They buy things that reflect how they see themselves. Or how they want to be seen. And, if nothing else, it secured them a follow to see what they post next. It took a risk and earned the rewardThis could've flopped. Easily. It's dark. It's bizarre. It says nothing about horsepower or range. But by going full-send on absurdity, Slate stood out in a sea of sameness. Sometimes, all it takes to stand out is the courage to break the pattern and try something no one else would dare to. Seen any brand take a wild swing like this recently — and actually pull it off? Reply and send it my way. I'm always collecting the weird, bold, and brilliant. —Corey
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