Car Makers Go Mini-Movie Mad
When you roll it all up into one article as Ad Age just did, the recent efforts by car manufacturers to glom on to BMW "The Heist"-like mini-movie ads, is all lands with a big "me too," "wannabe," been there, done that" thud. However, some, such as Mercury's "Meet the Lucky Ones" did quite well, at least in terms of generating dramatically increased exploration of web pages describing various Mercury models.
Not to rain on everyone's parade but all this seems like a lot of work when the simplicity of - 1. Here's my product. 2. It is good because... 3. Try it and we'll give you this incentive. - always seemed to work quite well.