I think we can all agree that this is a pretty powerful ad.
The beautiful cinematography, emotional script, heartbreaking acting and evocative song choice aside... the strategy ain’t half bad either. Pull at Dad’s heartstrings with a montage of all the seminal moments he will have with his daughter, whilst reminding him that when inevitably the time comes to let her go (drive) out into the world, a Polo will keep her as safe as he did.
Stay in safe hands is a resonant piece of emotional blackmail.
So what else can we learn from this ad? I think there are 3 big lessons here.
1. Emotion 1 - 0 Reason
What is this Polo above all else? SAFE. And why is it so safe? I have no idea and unless you are a mechanic neither do you, because they never said why, we just felt it.
2. Don’t go selling the whole farm straight away.
What is the one thing we definitely know about this car? It's SAFE. There are probably a million other great things that you could also say about this Polo like it's great value for money, good for the environment or cheap to run. All of these things are appealing to people BUT;
A) Goal dilution – A fancy way of saying the more you say you can do the less people will believe you can do it well. Jack of all trades master of none.
B) Tell me one thing and I’ll definitely remember it in a week, tell me five and I probably won’t remember any of it.
We all see this ad as a stand out piece of creative work, but come to think of it I think I’ve seen it before somewhere...
Ps. targeting the ‘first car’ market is a very smart move too.