Once upon a time, out-of-home advertising was a battleground for bold, brash, and irreverent campaigns. Brands like Ford, BMW, and Citroën were synonymous with witty slogans and eye-catching visuals that stopped people in their tracks. However, in recent years, there seems to be a creeping sense of conformity, as these once-fearless brands opt for safer, more generic messaging.
Let’s take a trip down memory lane. Ford, with its iconic “Think Ford First” campaign, was a master of punchy, memorable slogans. BMW’s “The Ultimate Driving Machine” tagline was a bold statement that resonated with driving enthusiasts. Citroën, with its quirky and often surreal advertising, was a breath of fresh air in a crowded market. These brands weren’t afraid to push boundaries and challenge the status quo.
But where has that rebellious spirit gone? Today, their OOH campaigns often feel more like bland corporate announcements than engaging conversations with consumers. The humour has been replaced by earnestness, and the risk-taking by caution. It’s as if these brands have forgotten that OOH is a platform for making a bold statement, not just delivering a product message.
Jaguar, once a symbol of British luxury and performance, has also fallen victim to this trend. Its campaigns now often rely on sleek visuals and aspirational imagery but lack the emotional connection that once defined the brand. And Rolls-Royce, the epitome of opulence and exclusivity, has retreated into a world of understated elegance, leaving little room for the playful and provocative.
Of course, there are exceptions to the rule. Some brands are still managing to capture the magic of the past while remaining relevant to today’s consumers. But for many of these once-iconic names, the loss of their brash, brave, and irreverent tone of voice is a missed opportunity to connect with a new generation of customers and well-fitting within today’s meme culture.
Is it time for the automotive industry to rediscover their swagger? By embracing risk, pushing creative boundaries, and injecting a sense of humour into their OOH campaigns, they can once again revive the fearless nature they once had.
Here’s five of our favourites from the automotive archives.
