This is a spec ad.
The Creative Challenge
The brief was to write an email to sell a high performance motor oil - A1 Performance Motor Oil. The company wants to drive sales via the company website and to increase awareness of the motor oil. They want the tone to be exciting, urgent, promotional and serious.
The benefits of a purchase are that A-1 Performance Motor Oil makes car engines work more efficiently than any other motor oil on the market and improves the level of care of their luxury car.
The Audience
The ad would be targeted towards men aged between 35–50 who own expensive and/or performance cars. They are very conscientious about taking good care of their cars and sustaining their peak performance. They don’t mind spending a bit more for the best products.
My Approach
The buyer loves their car as if it is a lover or dream that needs consistent attention. However, unlike the disappointments and failures in life, if they treat their car with love, it will always deliver. And I don’t mean having a random beautiful woman on their arm, but having any one of their idealistic dreams on your arm, perfectly formed.
A1 Performance Motor Oil is important for men for whom taste is a reflection of their identity. It is for men who perhaps lacked the courage to throw their lives into a creative cause. Nevertheless, they appreciate the beautiful things in life and what they cost the artists and designers who make them. So for these men, the price is not an impediment. In fact, the more expensive the better. It is a mark of greater value and indeed the entitlement of the car - it deserves to be well looked after.
The sub head guarantees a higher performance for the reader’s beautiful car so that in the car owner’s mind, he will be sure to look after his prize possession inside and out.
The body copy ends by saying that A1 Performance Motor Oil is THE BEST. Nothing less will do.
WHY PUT A SECOND RATE MOTOR OIL INTO A FIRST RATE CAR?
Love what you see?
Drop me a line for a FREE consultation.