When Daniel McCarthy, the CEO of Musicbed, wanted to create a commercial for his boutique auto dealership, Motor Society, he knew he had to approach car advertising differently. Daniel had seen how many commercial spots in the car industry only use pretty running footage to sell the vehicle. For his vehicles he wanted to do more than that, he wanted to tell a story that captures the nostalgia of owning that specific car.
Director Matthew Rojas instantly caught the vision and ran with it. “We all have life memories tied to the cars we've owned… your 16th birthday, a past romance, that last-minute road trip you took with your friends... these moments are what make your vehicles significant to you.”
McCarthy and Matthew got started on a spot highlighting the infamous 1990 Land Cruiser.
Matthew went to work interviewing Land Cruiser owners to get insight into what memories might be associated with this classic off-road vehicle. He asked questions like, “What makes this vehicle significant? What are the emotions associated with this car? What kind of adventure does it take you on?” With this, he wrote a fictional story that felt authentic to the Land Cruiser and its community.
Being a Director/Editor, Matthew was able to tell a story, highlight the vehicle, and tie it all together with a beautiful, cinematic edit... in less than two weeks.
Did it work? Oh yeah, it did.
Matthew completely nailed the off-road nostalgia with this story-rich piece, taking viewers on the romantic adventure of owning this Land Cruiser. Within a month, the video connected emotionally with a buyer, and the vehicle sold right away.
See the spot here!