Revolutionary vehicles deserve revolutionary ads.

Revolutionary vehicles deserve revolutionary ads.Anirudh Shenoy

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For too long now, automotive ads have been the exact same. You can already visualize the dramatic drone shots swooping around mountains following a mid-size sedan that was never built to withstand those conditions. Why would consumers be more inclined to buy a car after seeing it zip through chicanes when the most action that car will ever see is swerving around a knee-deep pothole?

Some people say it's because the target audience is so broad that making a cinematic experience is the most beneficial approach. To some extent, this makes sense. When you don't have a specific audience in mind, executing a creative direction can get really difficult. But why not make the audience more specific?

Electric vehicles (EV's) have a unique upper hand in this case, and it's evidence that specific target audiences are key to a creative campaign. A subsect of EV consumers are already a specific segment of the car community as a whole. Then, you have the 'Techbros' and Silicon Valley enthusiasts who are obsessed with all things electric. These hyper-specific communities make it easier for EV brands to identify and target audiences to broadcast to.

I bring up EV's because this past weekend I saw an automotive ad campaign that completely changed the game. Slate Auto teamed up with Mischief @ No Fixed Address to promote their newest electric truck that's positioned as an affordable, highly-customizable, and futuristic vehicle. With customization in mind, the campaign includes outrageous small businesses that use the vehicle for their own daily needs. From a human taxidermy business, to an endangered meats seller, these businesses hilariously highlight Slate Auto's customization when it comes to wrap and body type.

Mischief @ No Fixed Address

Mischief @ No Fixed Address

Nothing was stopping Slate Auto from showing their vehicle off-roading and competing with the Ford's and the Chevrolet's of the world, but they knew their target audience would appreciate lighthearted humor, almost making fun of the brand itself in a way.

I'm really excited to see more from Slate Auto. This campaign should serve as a wake up call to all those automotive advertisers out there still stuck doing the same thing.