Five of the best car adverts that will be remembered forever

A good car ad is impossible to ignore. Flamboyant, attractive and high-end, when executed properly they can make a lasting impression.

And it's not just billboards or television commercials anymore. Currently, a 60-second video clip on social media can cost millions and captivate a vast audience.

Automobile manufacturers are among the largest advertisers, and in 2024, the UK car industry saw a 22 per cent surge in digital advertising spend, surpassing all other sectors.

However, pouring all one's advertising budget into a campaign does not always lead to success. In some cases, the most straightforward and uncomplicated advertising methods have proven to be the most effective.

Here are our five top car adverts, from a gravity-defying 80s classic to a 2000s clip that could only be screened at 7.30pm.

Do these work in the same way as yours? Will a modest amount be enough, or is it best to go all out in order to make an impact?

Volkswagen's 1987 'Changes' advertisement for the GTI
shown on television

'Aren't there times when you wish all aspects of life were as dependable and trustworthy as a Volkswagen?'

We can't quite put our finger on what made this now legendary advert truly special, whether it was that distinctive tagline, the pioneering spirit of old-fashioned advertising embracing 80s feminism, or the Golf GTI as a car.

THE photographer David Bailey directed a storyline where a woman leaves an unhappy relationship, discards her costly, seemingly-nicely-given possessions, but holds onto the keys to her Volkswagen Golf GTI, making model Paula Hamilton a well-known public figure.

A masterful example of what a simple advert can achieve when it tells its own story, Volkswagen's 1987 'Changes' television advertisement remains a benchmark for future decades.

Taking a 1996 Land Rover Defender 90 into the desert, a man is shown lost with his "There's something of the map in a Land-Rover" caption.

A couple of years following the Defender 110 and then 90's release, Land Rover chose to demonstrate the full capabilities of its four-wheel-drive model.

In 1986, a commercial for the Defender saw a reddish-brown Defender navigating precipitous terrain, including fording rivers, before the driver launched a hook over the top of a colossal dam's crest.

The Defender then goes up the extremely steep gradient with the help of a winch, and then drives along the top of this enormous structure. Next to the Land Rover badge, which is green, the tag line 'the best 4x4 by far' is displayed.

In the early days of the classic Defender, this impressive stunt demonstrated that 'nothing — but nothing — can stop a Land Rover.'

Honda 'Cog' advert

pulling off something that appears to be insurmountable with ease is a remarkable achievement.

Honda's 2003 advert for the seventh-generation Accord, titled "The Cog", featured a Rube Goldberg machine, similar to those found in children's game Mousetrap, using a series of linked parts from a dismantled Accord.

It was originally claimed that the 120-second scene had required over 600 takes, but further investigation revealed the actual number to be just over 100 takes.

Numerous individuals questioned its authenticity at first, yet it undoubtedly existed.

Honda invested one million pounds in the video, which would go on to be considered one of the most groundbreaking and influential ads of the 2000s.

A Renault Megane advertisement from 2003 (that featured a curfew).

It's difficult to picture a car as unremarkable and dull as a Renault Megane ever being linked to scandalous behaviour, but surprise surprises do occur.

In 2003, Renault launched an ad campaign for the Megane.

The back of the Megane was likened to 'derrieres' with a characteristic French playful innuendo airing over the accompaniment of Groove Armada's 'I See You Baby (Shakin' That Ass)'.

Evidently, this was deemed too provocative for Britain's traditionally uptight television viewers, leading to the advertisement being prohibited from being broadcast before 8:30 in the evening instead.

One hundred and thirty-nine viewers lodged a complaint about the advertisement's mention of 'wagging bottoms' and the use of the word 'arse' by the Guardian at the time.

The Independent Television Commission has ordered that the Renault Megane television commercial be excluded from children's television broadcasts.

The redirect only brought more attention to the advert, and the 'rear-shaking' dance became an instant hit with viewers, as did the song which Fatboy Slim revitalised.

I couldn't find any information on a "Mercedes' Body Control chicken ad". Could you provide more context or clarify what you are referring to?

It's a dressed-up chicken, passing itself off as a real person – really, is that not enough said?

To put things into context, but essentially wacky animal antics and slapstick humour will forever make this one of the greatest car adverts of all time.

According to the text, it's the cameras in Merc V8 cars that keep the heads of chicken mascots calm and steady, rather than moving about, using their 'magic body control' system to scan the road and automatically adjust the suspension for a smoother experience.

Mercedes secured the Auto Express Car Ad of the Year award after gaining 51 per cent of the public's vote.

Masterfully crafted by the German advertising agency Jung von Matt/Neckar, this campaign is a stroke of genius - even though it's entirely devoid of a car.

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