Sometime back we did a story on how sex is used in automotive marketing, along with many examples of successful well executed sexy looking car ads. More importantly, we also pointed out that despite the proliferation of sex in marketing, the most successful ad campaigns are still those that eschew overly used sexual themes.
The latest ad from UK based commercial van leasing company Flexxivan recently caught our attention, simply because it features body painting on Irish model Alana Carroll. Watch the ad below.
Right or wrong, whether you find it offensive or not, the ad achieved exactly what it set it out to do. The fact that you are reading this is a testament of the ad meeting its objective, albeit a short term one.
Commercial van leasing business is as interesting as selling toilet bowls or washing machines. They share the common attributes of being predominantly white coloured, bought purely based on their purchase and running cost, nobody is interested in them and people only talk about them at three points – when purchasing, when they break down, or when they need to be disposed. Flexxivan is a relatively newcomer to the highly competitive commercial fleet lease / management business, launched only in March 2011. The company itself however, has been in the vehicle leasing business for around 7 years already (since 2004). Prior to launching Flexxivan, the company has been running Flexxilease, which specializes in leasing of passenger cars in the UK. So this unusual ad featuring a nearly naked girl will surely score them a lot of points, at least as far as brand awareness is concerned.
In producing the ad, Dublin based professional make-up artist Emma Farrell was contracted to do the body painting on Irish model Alana Carroll. You can view some behind the scenes shots here.
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Hans Cheong is a former automotive industry professional, having worked for a major Asian OEM and a European automotive consultancy firm in various strategic roles. He can be contacted at hans[at]motorindustry.org
FLEXXiVan body paint commercial
Sometime back we did a story on how sex is used in automotive marketing, along with many examples of successful well executed sexy looking car ads. More importantly, we also pointed out that despite the proliferation of sex in marketing, the most successful ad campaigns are still those that eschew overly used sexual themes.
The latest ad from UK based commercial van leasing company Flexxivan recently caught our attention, simply because it features body painting on Irish model Alana Carroll. Watch the ad below.
Right or wrong, whether you find it offensive or not, the ad achieved exactly what it set it out to do. The fact that you are reading this is a testament of the ad meeting its objective, albeit a short term one.
Commercial van leasing business is as interesting as selling toilet bowls or washing machines. They share the common attributes of being predominantly white coloured, bought purely based on their purchase and running cost, nobody is interested in them and people only talk about them at three points – when purchasing, when they break down, or when they need to be disposed. Flexxivan is a relatively newcomer to the highly competitive commercial fleet lease / management business, launched only in March 2011. The company itself however, has been in the vehicle leasing business for around 7 years already (since 2004). Prior to launching Flexxivan, the company has been running Flexxilease, which specializes in leasing of passenger cars in the UK. So this unusual ad featuring a nearly naked girl will surely score them a lot of points, at least as far as brand awareness is concerned.
In producing the ad, Dublin based professional make-up artist Emma Farrell was contracted to do the body painting on Irish model Alana Carroll. You can view some behind the scenes shots here.
