The War of Ne West began with this advertising post. Automakers and their fans know how to start and wage advertising wars that are worse than real ones. All car enthusiasts in the Russian Federation were able to verify this last week, when, after a very creative advertisement for the new Lada Vesta sedan, dealers of other car brands and ordinary car enthusiasts who know how to use computer graphics responded to it. In this article we will talk specifically about this advertising war, which was initiated by AvtoVAZ.
Vesta-Bride
The announcement of the new advertising campaign “Time to part with NOT Vesta” caused a lot of discussion and criticism on the Internet. Some were outraged by the use of the word “Bride,” while others saw some hidden meaning in the image of an Asian girl on the posters.
The crisis forced AvtoVAZ to resort to all sorts of tricks in order to somehow stay afloat. It's no secret that incomes are falling from year to year. So they are trying to create hype online in order to increase interest in their products.
In response to such an aggressive move, one of the Hyundai dealers, AutoSpetsCenter, published its advertisement. And the war began...
What would it be like to fight without Ford?
Here Audi also caught up.
Yet the advertising agency MORE, which was responsible for this campaign, employs bold creatives. So shut your competitors' mouths! You have to try!
The beginning of the “War of No West”
This advertising war was called “War Not West”. It began with a seemingly harmless, but quite creative advertising post. A post appeared in the official Lada group on the social network VKontakte, which depicted a girl of Asian appearance in a bride’s dress. She glanced sideways at the phrase “Time to part with Nevesta” with an offended look. Below was a copy of the new Lada Vesta sedan with a slogan about favorable purchase conditions through Trade-In. It was this advertising banner that became the bone of contention that caused the real “War Not West” to swell on the Internet between lovers of different car brands in Russia.
After an advertising post in the official Lada group, the new Lada Vesta sedan was subject to unrealistic criticism from fans of other car brands. Dealers and ordinary designers began to create response advertising posts that discredited the advertising message of Lada Vesta and praised their car brands.
The hint of the message, heavily disguised in the advertising after the official Lada group, was clear to everyone. “Time to part with Ne Vesta” meant that it was time to give the car to another car brand under the trade-in program and purchase a new Lada Vesta sedan. This message applied, first of all, to the owners of competitors of the Lada Vesta sedan: Hyundai Solaris, Kia Rio, Volkswagen Polo.
Advertising Hyundai Solaris.
One of the Hyundai car dealers was the first to respond to such a message from the advertising post. The Autospecial Center company, which is a dealer of the Hyundai brand, published another advertising post in the official Facebook group. It depicted a Hyundai Solaris sedan and another Asian-looking bride. The caption on the advertising post read “Our brides don’t break. Hyundai". A dealer of Hyundai cars hinted that new copies of the Lada Vesta sedan model are already experiencing various breakdowns due to factory defects. The press service of the official Hyundai representative office in Russia responded rather dryly to the start of such an advertising war. They said: “No comment. Thank you".
Bigger, higher, faster
The Lada Social Team is responsible for maintaining official pages on social networks. The publication of several posts caused a strong reaction. I wonder if the companies mentioned below will file lawsuits? Or can Avtovaz be forgiven for such cute attacks?
More than Tesla
And they weren’t deceived! Indeed more.
Higher than Lamborghini
Picky experts will say that it is correct to say “more.” But who will listen to them at AvtoVAZ.
More economical than Bentley
And here they didn’t lie.
More space than a Ferrari
Not a car, but a dream.
Faster than McLaren
Why didn't McLaren please them?
Development of “War Not West”
After the Hyundai dealer’s response to the provocative advertising post of the official Lada group, there was a “smell of frying” in the air and the beginning of an advertising war. From this point of view, the new advertising post of the same Auto Special Center, which also owns a dealer of the Audi brand - Audi Center Taganka, turned out to be quite creative. He posted an advertising banner with an image of the main character of the film “Transporter”, which uses an Audi S8 car, as well as an image of two brides fighting with each other. Below them was the phrase “Girls, don’t quarrel” and an Audi brand badge. This advertising post made it clear to all car enthusiasts that no matter what wars the manufacturers of budget sedans wage among themselves, real quality can only be felt after purchasing a German Audi car.
Audi advertising.
After this, advertising posts began to appear on the Internet in response to Lada Vesta advertisements from fans of other brands of budget cars.
This is how an advertising post appeared with the slogan “While everyone is arguing about the bride, we are having Fiesta.” It was posted by representatives of the automotive community of Ford car lovers. There is clearly a parallel here with the commercials for “Fiesta” lemonade, which aired on television 2-3 years ago and had the slogan “We have Fiesta.”
Advertising Ford Fiesta.
Fans of the Volkswagen Polo model posted another advertising post, which depicted a girl with a veil on her head and the inscription “Our Polo bride is ready for anything.” The press service of the official representative office of Volkswagen in Russia immediately rejected this advertising post, saying that it was simply invented by admirers of this car brand.
An army of fans of French cars under the Peugeot brand also responded to the new “War Not West” by posting their advertising post on the Internet. It showed a Peugeot Partner passenger van and a girl in a bridal dress. The slogan of the advertising post read “Tili-tili dough and Partner and Bride.” It is worth noting that the proverbs and sayings of the great and mighty Russian language have already entered this war.
Peugeot Partner advertising.
Fans of the Toyota car brand also decided to play on the nerves of owners and car enthusiasts of budget sedans in Russia. They released a promotional post that featured an Asian bride holding a samurai sword. Below it was a post with an image of the updated Toyota Land Cruiser 200 SUV. The advertising post had a slogan based on Ilya Lagutenko’s song “Bride”: “How lucky you are for my Nevesta. Tomorrow we are going to buy a new Land Cruiser 200 with you.”
Advertisement for Toyota Land Cruiser 200.
It is also worth noting that even representatives of the Chinese automobile industry responded to the advertising war of the Lada Vesta sedan with its competitors - budget sedans in the Russian Federation. Lifan advertised its B-class hatchback with the image of the highest-paid Chinese model instead of the slogan “A wedding with me will be cheaper.”
Lifan advertising.
Companies that produce related products, such as car alarms, have also taken advantage of the automakers' advertising war.
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Who are you rooting for?
This time, AvtoVAZ management turned to the President-Media agency for help to film advertising of a patriotic nature.
In the story, a teenager tries with all his might to win a competition. All the excitement after the victory disappears when he does not see his father among the spectators. The saddest moment is when the boy comes home and sees his father cheering for foreign football players.
The performers did their best. This is a way to play up a common situation where fathers are not interested in their children. And the slogan was chosen to match the topic: “Who are you rooting for?”
How the Lada Vesta Cross SV advertisement was filmed
For those who found the video about the new Lada Vesta not enough, we offer you to watch an extended version from the filming of the video itself. Here you can see how the video was filmed.
I recently rated an advertisement for the Lada Vesta Cross SV. I really liked the video, how it was filmed and edited. But the music from the Lada Vesta SW Cross advertisement especially caught my attention. Very atmospheric, which is unusual for automotive-themed advertising products.
The music from the commercial is called Rupert Pope & Giles Palmer - Chasing Stars. If someone also liked this composition, then I will try to make your search easier and give you the name right away.
By the way, for those who didn’t know, the video was filmed over 8 days in Karelia, St. Petersburg and Sochi. If you have not yet had time to enjoy this wonderful video clip, you can do so right now:
Music from advertising
The melodic track accompanying the 2022 commercial very succinctly fits into the image of romantic travelers. Many viewers are interested in the question: who sings this song. Composition Rupert Pope feat. Giles Palmer – Chasing stars is the creation of British musicians.
Translated from English, “Chasing stars” means “in pursuit of the stars.” The Lada Vesta SV Cross video demonstrates the discovery of new spaces and admiring the stars. The melody from the advertisement attracts the attention of viewers and is in perfect harmony with the overall video image.
Who performs the music from the Lada Vesta SV Cross advertisement
It would be completely rude not to mention the authors of the song from the Lada Vesta SV Cross advertisement in Mars color. The composition Chasing Stars was created jointly by two authors - Rupert Pope and Giles Palmer. Both authors are very famous people abroad. In Russia, it was the video about the Lada Vesta that brought them popularity.
Rupert Pope was born in London and became a famous producer and composer. He has created a large number of soundtracks for foreign films and commercials, including advertising for NOKIA, VW, Microsoft, etc. Giles Palmer also featured his musical compositions in advertisements for equally well-known brands - SONY, Martiny, as well as in a number of films - Taken 3, The Perfect Guy and others. What kind of girl performs the verses in the track Chasing Stars is currently unknown.
The plot of the video
The storyline of the Lada Vesta SW Cross advertisement is clearly visible. A middle-aged man and woman, played by very attractive actors, decide to say goodbye to old problems and start their lives anew. They get behind the wheel of their Lada Vesta SV Cross cars and leave the city in search of new sensations.
The video on TV shows the viewer the good driving performance of the car, a functional trunk, a modern interior and the presence of a multimedia system with touch controls. All the advantages of the Lada Vesta SV Cross look harmonious against the background of beautiful landscapes and various landscapes.
At the end of the ad, both Lada Vesta owners stop to admire the starry sky. It is this theme of opening up new possibilities that can be seen in advertising.
Lada Vesta SW Cross
