Advertisements for 4wd vehicles are always interesting. Most of them are aimed either at wealthy wives who want to drop off and pick up their children from school in as much style and noticeability as possible, and men who fantasize that the few hours they don’t spend working they will (one day) spend going for a drive using four wheels instead of two.

This ad, however, as actually advertising a real 4wd – one that expects to be regularly used off-road, and one that will be. It isn’t attractive, the other Mum’s at school would at no stage be finding themselves jealous of your vehicle, and if you tried to go grocery shopping with it, parking would be a significant challenge.

So that is what makes for a real 4wd, and this is certainly one. The ad, placing the vehicle in the zoo with the wild but captive animals, while a little tacky, really does generate an image of ruggedness, wilderness, adventure. The car is strong, resiliant, tough like a wild animal, but it is one that you can tame.

So I don’t mind this ad. It isn’t attractive to me and I am not going to be buying myself a Land Rover any time soon, but because it is advertising the idea of 4wd vehicles actually being used off-road, it lacks that pretensious, image-driven crap that most other car ads have (with the exception of those that manage to be funny – usually directed at men).

While I was browsing at ads for 4wd’s, I came across this one for a Nissan with a very funny voice over. It pretty much sums up just how stupid most of these ads are…

Advertising Agency: Filadélfia, Belo Horizonte, Brazil
Art Director: Renê Bionor
Copywriters: Hellen Mundim, Dan Zecchinelli
Creative Director: Dan Zecchinelli
Photography: Pedro Gravatá
Released: March 2009

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