Classic Adverts – The Car’s The Star
February 23, 2022
To say we have a passion for what we do here at Car & Classic is about as big of an understatement as one can make. We are quite literally constantly discussing all facets of classic vehicles; whether that be a particularly rare Alfa Romeo that someone has spotted in their local supermarket car park, the merits of the BMW E38 or an especially good YouTube restoration channel, there is always some kind of discussion or exchange happening around this wonderfully diverse world of classic cars and bikes that we feel privileged to be a part of. One such debate arose recently regarding old school car adverts, sparking quite the back and forth, with everyone pitching in their favourites and praising a particularly funny or exciting piece of film or gut punch of nostalgia.
It was an eclectic mix. From the classic Papa and Nicole Renault Clio ads to the Nissan Almera GTi spoof of “The Professionals” there were some strong contenders for inclusion in this list and it was a fun trip down memory lane that was all the inspiration we needed for an article. We all know that car adverts nowadays are a little, how shall we say, lacklustre. It’s all lifestyle branding nonsense full of useless information and ad speak. To put it bluntly they’re rubbish. So join us as we pick five classic car adverts from the past that were, and still are, exciting and provocative – adverts that actually made us yearn for the cars on display. What an odd concept…
1) Peugeot 405
The Peugeot 405, we think it’s fair to say, could hardly be described as exciting. The French family saloon was never going to set the world ablaze (oh we do love a pun), but then that’s the power of advertising and Peugeot’s ad from the ’80s, showing its rep-mobile speeding past a field of burning (and even exploding!) crops, was an evocative and thrilling spectacle. Underpinned by Berlin’s Take My Breath Away, (which elicits serious Top Gun vibes for obvious reasons) there was apparently no need for any actual information on the car in question. We imagine this was an intentional marketing strategy by the French auto maker as the juxtaposition of mundane saloon car specs would somewhat diminish the impact of such a visual feast.
2) Saab 900 Turbo
Speaking of Top Gun, that leads us nicely on to our second advert in the list. Tony Scott was handed the reigns to Tom Cruise’s action-packed adventure flick off of the back of directing this ad and it’s easy to see why. The film in question, entitled ‘Nothing On Earth Comes Close’, depicts the spooly Swede – after a suitably slow and moody reveal – going head to head with it’s fighter jet cousin. Comparisons are implied between the two machines as both are seen emerging from their respective hangars before taking off together down a runway. It’s dripping with ’80s zeitgeist and like the 405 above gives no practical information about the car whatsoever, save for how much cash it will set you back. The pitch is conducted with feel alone and it works.
3) Fiat
This Fiat ad from the ’70s isn’t focussed solely on one car but rather the company itself and the idea that Fiats are tough, rugged automobiles. Featuring its 124, 126 and 127 models, as well as some rather excellent and exuberant driving from none other than French stunt legend Remy Julienne, the advert resembles an action movie montage way more than a car ad. We see Julienne expertly pilot a selection of the Italian runabouts, sliding sideways, crashing through scenery and even jumping over rooftops in order to convey the notion that Fiats are built tough and are more than capable of withstanding the punishment only a man like him can dish out. We’re not convinced that any of the cars actually survived the battering received, however, but boy does it look cool!
4) Ford Puma
One of the most venerated movie car chases in cinema history is the focus of this Ford Puma ad from the ’90s. Paying tribute to the 1968 action thriller Bullitt and its star Steve McQueen, tearing up San Francisco in his Mustang 390GT, Ford employed some impressive CGI for the day in order to transplant the actor from his muscle car into the rather less impressive Puma. The feel is spot on, however, right down to the iconic soundtrack, as we catch glimpses of the car prowling the streets with McQueen superimposed behind the wheel. It’s very well done and ends with a nice nod to the film’s original vehicular protagonist as the Puma pulls in next to the Mustang. As McQueen emerges from the cute coupé he casts a hesitant eye over his motorbike from The Great Escape parked in the corner before patting the Puma, implying a level of favouritism that’s a little hard to believe considering the company it keeps.
5) Citroën CX
Another ’80s classic to round out the list of adverts and there’s not a lot more ’80s than Grace Jones. This ad for Citroën’s CX doesn’t make a lot of sense but it’s a striking film and Jones is her usual outrageous and enigmatic self as she hoons around in the Opron-designed executive French chariot. Emerging in said car from her own giant mechanical head she skids about in what looks like the location for the Knightrider TV show intro whilst repeatedly singing ‘yeah’ before driving back into her giant mechanical head. We told you it doesn’t make much sense but the CX looks great and there is a definite sense of excitement and intrigue as far as the car itself is concerned. Besides, who doesn’t love a bit of Grace Jones?
