Steele Auto
A marriage of creative development and media placement for Steele Auto Luxury Brands — each ad designed to live inside the section of the news site it appeared in: Investments for Porsche, and so on.
- Campaign & media placement
- 2018
- Concept developmentCopywritingArt directionMedia placement
“Interested in an investment that pays off in under 4.1 seconds?”
The problem
Luxury car ads all tend to shout the same way: leather, horsepower, lifestyle. Steele Auto's luxury marques — Porsche, Audi, Jaguar and Land Rover — needed to stand apart without outspending the competition.
The thinking
Let the placement do half the work. Each ad was written for the section of the news site it would appear in — a Porsche pitched as an investment in the business pages, a Land Rover as a way of checking the weather. The reader's own context became the joke, and the car became the punchline.
The result
A campaign where media and message were inseparable: four marques, four contexts, one voice — confident, dry, and unmistakably Steele.
What this work holds onto
Context is creative
The section the ad sits in is part of the idea — write to it, not around it.
One marque, one angle
Porsche is an investment, Audi is an entrance, Jaguar is an opinion, Land Rover is a forecast.
Let the car close
The wit earns the look; the vehicle and the badge do the selling.