I really love car commercials. It’s got everything — Beauty, speed, rhythm, aesthetics, pacing, adrenaline, breathing. It’s crazy how good these things are. I’ve always gravitated to car commercials as a reference point for our work. Mostly for the abovementioned qualities, and also to keep the projects we’re working on, very driven. haha.
Anyway the point of this post is simply, a reference dump for myself to call upon great car commercial work I’ve found this September. And also some notes on why I like that and what we sort of qualities each evoke in me.
Theme: Legacy and Drive
I think there’s some benefit to collecting these commercial references under a specific theme. Probably one, so the post is not like a literal dump of ‘cool’ commercials, but more a collection that can serve a directed purpose. And right now I’m working on an idea that tells the story about a strong and purposeful legacy.
I figured since I’m already going to start collecting these in a deck of sorts, I might as well document it here with a little more intent, and write about my thoughts as well.
Great companies cherish their perspective — It’s what drives their success.
I do genuinely believe that every successful company has spent literal countless hours sharpening their perspective on how they view the world, and how the world should view their particular industry. And the whole point of marketing and messaging is to either find or convince people to join them in this vision. Whether it’s real or not, it’s all just what you believe.
Great ads in my opinion do this perfectly. From all angles, they communicate the company’s vision on how their products are made and that story should be told. This month in particular, I’m interested in finding car ads that communicate the legacy and driving vision behind the car or company. I think these collection of car ads would be helpful in some way if you’re looking for references that emote a narrative in this vicinity, and need some sexy imagery to boot. 😀
The BUGATTI TOURBILLON: an automotive icon ‘Pour l’éternité’
No talk, all show
This is truly mesmerizing imo. Normally ads that talk about ‘legacy’ and ‘brand’ and vision, have a need for a voice over or a script to communicate the history behind the line up. I love how this starts with an obviously older-design car, the Bugatti Type 35, and then slowly proceeds to move on to the newer designs as the distinguished man finally walks towards the new spanky car. It’s an easy read, it’s a powerful read, and it’s a beautiful read for the audience to follow along and understand, “got it, making great cars for a long long time”.
The new 911 S/T: 60 years of the Porsche 911
Simple, and effective
If I had the money, I’d get a Porsche — there’s something timeless about the design. The DNA of the car hasn’t changed much in years, and even in 60 years since the release of this video, it’s largely stayed the same. They really play to that strength, especially when so many other cars change their design entirely. But for Porsche, it’s still very much recognizable.
The commercial I’m thinking of follows a simple narrative: a working parent leaves home for work, and as time moves forward, we see a smooth transition from one iconic generation of the Porsche 911 S/T to the next. At the end, the parent returns home to their kid, now in the modern era. It’s not groundbreaking, but it works. It leaves a lingering sense of familiarity, as you watch the years go by and see the cars evolve with the times, yet never lose that feeling of what makes a Porsche, a Porsche.
I think this is a great way to showcase the beauty of this brand; not many others can say the same. For me, it’s clear that the lines and flow of the shape of a Porsche has become integral in the emotion of aspiring one to finally driving one. In my opinion, it’s a great way to lean into their vision “Porsche is the brand for people who fulfil their dreams.”
Soul, electrified. – The Porsche Taycan is coming.
Giving value to the intangible asset.
Talking about the DNA of the Porsche, they’ve done a pretty good job breathing life into the intangible subjective value of what makes their cars different. I thought the script was a clever way to shape the viewer’s perspective into thinking about why they like or don’t like certain things.
In particular, I love when they move from how everything to everyone is different, and leans into “the most valuable part of a car, the irreplaceable component, the thing you love more and more…… the soul” — Fantastic. And it goes on to say “for reasons mysterious to many, every Porsche has one, and always will”. Come on, that’s really good in my opinion.
The ending is a little cheesy though. I think it could have just ended with the text “Soul, Electrified” without the voice so that the car and the audience can finally form their own personal bond without the person inbetween. haha. But it’s still such a fantastic commercial, and of course even more so, the angle to talk about the new electric Porsche; It’s not the engine, or the fuel or the sound. It’s the Soul. Whether you believe it or not, you have to admit, it is a good story, and it’s a great way to lean into the legacy of the brand too.
What makes a Rolex a Rolex?
Not a car, but it’s so good.
Yeah it’s not a car commercial, but it’s just part of my search for commercials that communicate legacy, drive and intent well. I believe this one largely does it really well through the script, as they walk the audience through (literally the title), what makes a Rolex a Rolex. Personally, my favorite line here is “..this is all we make, but we make it all.”
Crafting Legacy
How these Car Commercials tell timeless stories through design and drive.
These commercials are not just ads—they’re powerful tools that communicate a brand’s essence through legacy, design, and storytelling. Whether you’re looking for inspiration or a deeper understanding of how brands use visuals to connect with their audience, these examples provide a strong foundation.
They remind us that successful narratives go beyond selling a product—they build emotional connections that last. Feel free to revisit these references whenever you’re crafting a story that needs to evoke a lasting impact.
Learn the art of designing commercials that leave a lasting impression here: The secret formula to designing dynamic commercials.
Explore our rapid process for creating high-quality CGI commercials here: Get stunning Cinematic CGI commercials delivered in 7 weeks..
Discover how we strike the perfect balance between creativity and tight deadlines here: Balancing Creativity and Deadlines.
For more insights on creating impactful visual narratives, visit our blog, view our work, or contact us to discuss how we can bring your brand’s story to life.
