Advertisers tend to have a problem marketing products to the free spirited, but not so much with cars. It’s understandable, the idea of having a car and obtaining your freedom.
No one likes to think they are susceptible to advertising, least of all the Free Spirit. That’s why advertisers go to what they call “the Sage” or “the Yoda.”
When selling to the average car consumer its all about luxury, so the standard advice is “sex sells.” The Free Spirit tends to desire living within your means—not they always do so, but its an ideal to hold up to. So this needs a work around in any campaign.
Honda’s Power of Dreams campaign might be one such example. It is based on making our dreams a reality, which is slightly different campaign from just marketing to a free spirit but is still in the same ballpark. It uses 3,000 illustrations in a flip book animation of an engine turning into a real car in the hopes of inspiring innovators to come and work for Honda. Many innovators can be found among Free Spirits.
It’s always nice when you can advertise a job and reinforce your brand at the same time. But does Honda’s Power of Dreams work? It probably depends on what you’re measuring. For sales, yes, Honda is the most sold car in many markets, including the U.S. Not so much on the race course, it seems. In the recent Red Bull race, Honda took third place.
Maybe too much success is a bad thing, as noted by Honda’s advertisement called “Failure: The Secret of Success,” set in Honda’s race industry. It consists of many interviews with engineers, which doesn’t sound like a riveting advert to me, but then I’m not an advertiser.
What kind of Ads you ask?
The free spirit and the open road are a theme on TV advertisements but also can be seen on billboards. One local billboard entitled “raise the roof convertible” depicted a man in sunglasses driving and a woman with a parasol sitting on the hood of the car. Talk about mixed imagery. So sex and free spirit work together in some adverts.
Cars names Free Spirit
On the subject of marketing a number of brands have used the Free Spirit name, though you might not have heard of any of them. The Buick Century Free Spirit Pace Car for example was created to celebrate the bicentenary of the United States. Obvious the colors were red and blue the design was wavy lines, bringing to mind the Stars and Stripes which almost everyone associates freedom—except Hippies, the biggest Free Spirits of them all. Rather something more associated with patriotism than “anything goes.” Ironically, despite being a “free spirit” car it seemed to be made for roads, rather than being an all-terrain vehicle. Definitely designed for someone tied to the system rather than a free soul.
Free spirit car movies
Linking a film about a free spirit and a car seems like a good idea, though as with most things nowadays it started off on social media. A road movie about a school dropout making the journey across America, the van has a fiery design with a symbolic coyote. If you haven’t heard of Free Spirit, that may be because it was a short film and wasn’t shown in most theaters. Nevertheless the use of vans with the Free Spirit images worked well as a promotion. It was especially popular at Universities.
So even if you are free, prepare to be targeted by car advertisers! And watch out for tricks by “the man.”