No one wants to engage with advertising for civic infrastructure. Remember that one cool ad for that culvert restoration project, said no one, ever. But cars, well that’s a different story. Porsche, there is no substitute. BMW, the ultimate driving machine. Chevy, like a rock. People can recite this stuff from memory, even though it’s all advertising, because people love cars. No, we don’t make cars, but we have a big hand in making them go. And that means we have an opportunity to steal some of their marketing thunder, by creating a campaign that siphons some of the love Americans have for their cars, and turning it into a campaign that’s all about E470. A wonderful misdirect, that repurposes the language and imagery of car advertising to celebrate the road.
