Gen Z might be the most hypercritical and least trusting of car advertising than any other generation. But they don’t hate all ads from automakers. Using MarketCast’s Brand Effect advertising recall and resonance measurement, we’ve identified and broken down a handful of recent ads and campaigns that are successfully engaging Gen Z:
In the Feels
Subaru’s ads have a running “helping others” theme that reinforces the brand’s “Share the Love” tagline, which aligns with Gen Z’s desire to associate themselves with brands that treat others well and are doing something good in the world.
LOL
Humor is a surefire way to get someone’s attention, but jokes for the sake of jokes don’t always land when you’re trying to reach this generation. Kia makes the traditional auto ad landscape aesthetic more appealing with an amusing premise of an eagle stealing a couple’s phone as they’re getting ready to snap a selfie.
Adventure Awaits
Gen Z loves to travel, and this Nissan Pathfinder ad might look like your typical car adventure spot. But this one makes the Pathfinder the star of the adventure along with actor Jay Ellis (Insecure, Top Gun Maverick) as driver and narrator. This combo succeeds in making the ad more relatable to younger audiences while maintaining an upbeat, fun pace.
Does it Come With?
Performance and specs don’t pique Gen Z’s interest the same way they do for other generations, but you know what does? GenZers have expressed they won’t consider a vehicle without several popular features, like Apple Carplay or Android Auto. And this ad from Lexus integrates Apple Carplay with a very humorous story about a bearsquatch (a cross between Sasquatch and a bear).
For a more in-depth look at Gen Z’s relationship with cars and car buying, and to get a readout of our latest Automotive Fandom Report, give us a shout.