The website mycardoeswhat.org highlights many of the new features that cars offer today. More importantly, it aims to educate drivers on how to be safe on the road.
When RPM Advertising pitched the business, it was clear that along with traditional media such as television and outdoor, digital media could vastly increase the chances of accomplishing the brand’s communication objectives. In order to influence and improve the driving public’s relationship with all the new automotive safety technologies, everything hinged on getting people to the website.
So instead of scolding bad driving habits or being too factual or informational, the idea was to disarm people and entice them with a wildly fun and irreverent online campaign.
Using a playful animation style and an incredibly infectious melody, the team at RPM wanted to get people singing along and sharing the video with friends. In time, the viral quality of the communication would be its major strength, creating a groundswell of interest and intrigue.
Although there are no fender benders or distracted drivers, the video uses metaphors such as ninja attackers and one-eyed Krakens to highlight all the crazy things that confront us on the road. The simple truth is that human beings are always the greatest safety feature in any car.