And in the year of our lord 2022?
EV makers went all in, spending a sizable chunk of their marketing budgets on advertising.
So, how do they stack up?
And who were the winners and losers?
It’s free, every week, in your inbox.
BMWs effort brings an update and electrification to Greek mythology.
Gods Zeus (Arnold Schwarzenegger) and Hera (Salma Hayek Pinault) retire to Palm Springs, California.
Well, my Greek colleague Ioanna already hada lot of feelsabout this.
As she notes:
To see Arnold Schwarzenegger as a car-loving Zeus?
This, I dont accept.
And to have Hercules ferocious Pegasus called Lil Peggy?
I simply CANNOT.
Too many people inspired by the TV showAmerican Gods?
Or is it a desire to return to Arnie as Hercules?
General Motors
Austin Powers is back, baby!
Even worse, theyre no longerthedominant force for global destruction.
Climate change is arguably the number one threat in the world right now, explains Scott Evil.
Yeah, its a weird and convoluted storyline.
And yes, people on YouTube are begging forAustin Powers 4.
They reunite at the EV charger just in time to give the pup a hit of electric juice.
Verdict:
Im a sucker for a robot.
This ad gave me all the feels, but made me forget all about the car.
I just want a Nissan robodog now.
Chevrolet
Chevy is changing with the times, popping its EV cherry with the fully-electric Silverado.
This ad celebrates the occasion with a homage to the hit TV series,The Sopranos.
Meadow (Jamie-Lynn Sigler) reenacts the shows opening scene, meeting up with A.J.
Soprano (Robert Iler) at an EV charger.
Verdict:
What can I say?
), but this was an excellent ad for Chevy and a great homage to the hit show.
Its a strange ad.
The Nissan Z is powered by a V6 engine, not electric batteries.
And the Ariya is motor-powered, but aided by an electric extended range.
The company aims to roll out 23 new electrified models by 2030, with 15 fully electric.
So, this seems a little backward.
Polestar
Polestar goes in a completely different direction from its competitors.
Theres no evocative music, actors, or heartstring pulling.
But theres also nodieselgate, hidden promises orgreenwashing.
And, with a sneaky sideswipe atTesla, no conquering Mars.
Im not sure Im cool enough for it, but I like its simplicity.
Overall, I think this years ads use nostalgia as a way to usher in an electric future.
Whether you grew up watchingAustin PowersorThe Sopranos or are new to the characters these ads offer multigenerational appeal.
Now lets just hope they can actually make a difference.
Story byCate Lawrence
Cate Lawrence is an Australian tech journo living in Berlin.
