Speculative TVR ads
Discussion
I did these and was all set to pitch them to the company. I figured they needed people with a passion for and understanding of the brand to help out on the marketing communication side.
The plan was to offer TVR a campaign at cost and with the help of feedback on here (ie your contributions and comments taken on board). A very good and cheap way for TVR to get some accurately targeted messages out there. Plus a feeling of ownership and involvment in the big TVR family that we've created here, without any help or support from the factory I might add. You only have to look at London thunder to see what a spectacularly resourceful and passionate lot TVR owners are. I really believe there isn't another group of car enthusiasts like 'em anywhere.
Anyway it's all too late jack but I thought I'd post them anyway purely for your curiosity.
Not sure how they'll come out, but I'd be interested in your thoughts.
The tagline I was settled on was 'The last pure sports car'. This was an attempt to show the lack of driver aids into a positive which I think is true. Lacking abs means they've had to develop brakes with feel that are resistant to fade and locking up. Lacking traction control has given us the superb long travel throttle etc.
The plan was to offer TVR a campaign at cost and with the help of feedback on here (ie your contributions and comments taken on board). A very good and cheap way for TVR to get some accurately targeted messages out there. Plus a feeling of ownership and involvment in the big TVR family that we've created here, without any help or support from the factory I might add. You only have to look at London thunder to see what a spectacularly resourceful and passionate lot TVR owners are. I really believe there isn't another group of car enthusiasts like 'em anywhere.
Anyway it's all too late jack but I thought I'd post them anyway purely for your curiosity.
Not sure how they'll come out, but I'd be interested in your thoughts.
The tagline I was settled on was 'The last pure sports car'. This was an attempt to show the lack of driver aids into a positive which I think is true. Lacking abs means they've had to develop brakes with feel that are resistant to fade and locking up. Lacking traction control has given us the superb long travel throttle etc.
Edited by the pits on Tuesday 12th December 18:18
Without wishing to give away too much of our adman magic I chose the gothic typeface as a nod to TVRs 'bad boy' image. The one used here still isn't quite right but these are only 'scamps'. I wanted a type face that looked like a tattoo. That's very TVR I reckon. I also opted for the hyper-real colouring which reflects a little of the outlandish, flamboyant side to TVR design. It would help them stand out in the car mags which would have meant they could use single pages, not double page spreads to keep the costs down (see it's not all artsy fartsy).
Here's the body copy written out in full:
DRIVING PLEASURE. FOR A LIMITED PERIOD ONLY.
Sadly the modern world seems hellbent in getting rid of one of the last, great, legal pleasures. Gatsos, traction control, stability control and all the other electronic killjoys do a lot for government statistics but little for driver enjoyment. At TVR we have more faith human judgement and skill, which is why we keep our cars as free from acronyms as possible. One day soon, it won’t be possible to enjoy driving cars like ours. One day we may even have to fit abs brakes. But not today. TVR. THE LAST PURE SPORTS CAR.
IT’S TRUE. OUR CARS CAN BE A NIGHTMARE FOR SOME OWNERS. PARTICULARLY PORSCHE OWNERS.
Along with the rest of the british car industry, we’ve been the butt of our fair share of jokes. But our owners tend to have the last laugh on the road. And while the Germans have done much to deserve their reputation for good build quality, we reckon our comprehensive 3 year warranty and across the board improved quality will do much to change ours. TVR. THE LAST PURE SPORTS CAR.
BEFORE ABS, TCS, ETC… THERE WAS DRIVING.
All TVRs offer the automotive equivalent of unprotected sex - pure, unadulterated driving pleasure, free from the interruption of electronic driver gizmology.
A rare and wonderful thing these days along with the beautifully balanced chassis and long travel throttle. Irresponsible? Not unless you are. Scary? We prefer ‘challenging’ but you will learn to respect your TVR. But that’s part of what makes every TVR another, equally rare and wonderful thing - a car that actually makes you a better driver. TVR. THE LAST PURE SPORTS CAR.
Oh and for a final, if cheap, parting shot...!
!
Here's the body copy written out in full:
DRIVING PLEASURE. FOR A LIMITED PERIOD ONLY.
Sadly the modern world seems hellbent in getting rid of one of the last, great, legal pleasures. Gatsos, traction control, stability control and all the other electronic killjoys do a lot for government statistics but little for driver enjoyment. At TVR we have more faith human judgement and skill, which is why we keep our cars as free from acronyms as possible. One day soon, it won’t be possible to enjoy driving cars like ours. One day we may even have to fit abs brakes. But not today. TVR. THE LAST PURE SPORTS CAR.
IT’S TRUE. OUR CARS CAN BE A NIGHTMARE FOR SOME OWNERS. PARTICULARLY PORSCHE OWNERS.
Along with the rest of the british car industry, we’ve been the butt of our fair share of jokes. But our owners tend to have the last laugh on the road. And while the Germans have done much to deserve their reputation for good build quality, we reckon our comprehensive 3 year warranty and across the board improved quality will do much to change ours. TVR. THE LAST PURE SPORTS CAR.
BEFORE ABS, TCS, ETC… THERE WAS DRIVING.
All TVRs offer the automotive equivalent of unprotected sex - pure, unadulterated driving pleasure, free from the interruption of electronic driver gizmology.
A rare and wonderful thing these days along with the beautifully balanced chassis and long travel throttle. Irresponsible? Not unless you are. Scary? We prefer ‘challenging’ but you will learn to respect your TVR. But that’s part of what makes every TVR another, equally rare and wonderful thing - a car that actually makes you a better driver. TVR. THE LAST PURE SPORTS CAR.
Oh and for a final, if cheap, parting shot...!
!
Edited by the pits on Tuesday 12th December 18:48
Great ideas, but I'd ditch the over-fancy font in favour of something that's instantly easy to read or the message is lost before it's had a chance to be understood. Having to carefully read something that should stand out easily is a bit like having to have a joke explained. The window of opportunity for it to work is long gone by the time the recipient understands it. I'd also question the line 'DRIVING PLEASURE. FOR A LIMITED PERIOD ONLY', as this could be interpreted as a suggestion that TVR has left Britain and may be gone entirely in the near future. I love the Porsche references though... even though I love Porsches!
Paul V said:
MitchT said:
I'd also question the line 'DRIVING PLEASURE. FOR A LIMITED PERIOD ONLY', as this could be interpreted as a suggestion that TVR has left Britain and may be gone entirely in the near future.
Or until it breaks down
Agree the punch line has to be viewed from all angles and have no negative connotation. 'Leave the video game controller at home, this is the real thing.'
'Engage your brain before the gears.'
'There's no nanny state to help you drive a TVR'
'Chest wigs optional'
'If the seat of your pants doesn't tell you something, change your car, TVR like no other'
I always like the slogan 'Engineering lead, Engineering driven' was that Racing Greens adverts
As you can tell I am not employed in the advertising game, nor am I likely to be
thanks for your comments and the constructive criticism. The 'for a limited period only' ad was concieved and written way before the current crisis. If I were asked to do a campaign for real right now I'd start from scratch. To be honest I wouldn't know where to start. Which is very sad.
I wanted to do the urinal thing for real at the urinals at the motorshow. I think TVR are just about outrageous enough to get away with it! I totally agree with the point about readable type. Full size it's very readable, it's only they had to be heavily reduced so as to not take up too much space or loading time.
I wanted to do the urinal thing for real at the urinals at the motorshow. I think TVR are just about outrageous enough to get away with it! I totally agree with the point about readable type. Full size it's very readable, it's only they had to be heavily reduced so as to not take up too much space or loading time.
I've only scanned the thread very quickly, so don't flame if I missed something but, as was covered somewhere here on PH in the last couple of years, MG Rover got themselves in to hot water over advertising of this sort.
Apparrently any images that imply speed or pleasure derived from it or any other vehicle driving based activities are a big
with the advertise standards agency... although it doesn't seem to be the same for video game ad's... NFS Carbon etc 
Sad I know, but it would be another example of independant British industry being hamstrung by pathetical correctness.
Keep it up though, the concepts are good (if a little base in the case of the "P'ing on Porsche" one) even if they might do with a little polishing... typsetting, current spec' models, minimising negative interpretations etc... there's nothing to stop members of the public expressing their opinion in public forums and letting them spread in the currently fashionable viral manner.
Hop on the zietgeist guys, but keep it positive!
DM
Apparrently any images that imply speed or pleasure derived from it or any other vehicle driving based activities are a big
with the advertise standards agency... although it doesn't seem to be the same for video game ad's... NFS Carbon etc Sad I know, but it would be another example of independant British industry being hamstrung by pathetical correctness.
Keep it up though, the concepts are good (if a little base in the case of the "P'ing on Porsche" one) even if they might do with a little polishing... typsetting, current spec' models, minimising negative interpretations etc... there's nothing to stop members of the public expressing their opinion in public forums and letting them spread in the currently fashionable viral manner.
Hop on the zietgeist guys, but keep it positive!
DM
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