Anyone that knows me knows I can’t stand ads. So when I said I love these ads, my husband nearly fell over in shock. Which ads? The Polestar ads. I have loved them ever since I saw the first one.
They were quiet (if I recall correctly there was no voice over in the first one), short, calming and cleverly designed. They were everything that every other car brand ads were NOT.
I could examine any of their ads such as this one.
So I don’t get carried away we will be looking at this one
Let’s examine the advertising principles that make this ad fantastic:
- Launched at Massive Event: By debuting the ad during the Super Bowl, Polestar aimed to raise awareness and establish itself as a major player in the highly competitive U.S. EV market. This strategic timing and platform choice demonstrate an understanding of the target audience and the competitive landscape. See Ads of the World for details.
- Minimalist Approach: The ad like many of Polestars ads takes a minimalist approach, both in design and audio used.
- Bold Statement and Brand Definition: The ad makes a bold statement defining the Polestar brand through what it isn’t interested in, such as empty promises, greenwashing, shortcuts, or compromises. It distinguishes itself from other competitors Tesla (“No conquering Mars) and Volkswagen (“No diselgate”). It really has a bit of a go at ads generally as well “no epic voice overs” etc, while still being an ad itself- very clever!!!!!! This approach sets a clear and distinct brand identity, making it memorable for the audience.
Applying Advertising Principles to Small Business Content and Ads.
Small or solo business owners can take inspiration from the advertising principles seen in the Polestar ad and apply them to their own content or ads in the following ways.
1. Strategic Timing and Platform Choice.
While small businesses do not have the resources to launch ads during massive events like the Super Bowl, small businesses can strategically choose platforms and timing that align with their target audience’s behaviour. This could involve leveraging social media, local events, or industry-specific gatherings to maximise exposure.
2. Minimalist Approach.
Embracing a minimalist approach in design, messaging, and audio can help small businesses create content that is visually and conceptually impactful. Simplicity can often be more memorable and effective.
3. Bold Brand Definition.
Small businesses can define their brand making bold statements about what they stand for and what they don’t stand for, much like Polestar did. By differentiating themselves from competitors and boldly stating their values, small businesses can create a distinct and memorable brand identity that resonates with their audience.
4. Clever Messaging and Positioning.
Small businesses can adopt a clever and witty approach to their messaging, similar to how the Polestar ad poked fun at traditional advertising tropes. This can help them stand out and capture the attention of their audience, even on a smaller scale.
And just because I can’t help it will finish this post with two more another Polestar ads for your viewing pleasure lol.
