When was the last time you saw a car advert that truly resonated? Was it city driving under streetlights with smooth, effortless turns? Or drone footage sweeping over a meandering mountain road? Somewhere along the way, it feels like the creativity has faded - and that’s exactly what our staff seemed to think.
Ed Walker - Sales Support
The Force – Volkswagen Passat (2011)
“I always remember this one - maybe it’s because of the Star Wars element and being a fan. You can't beat the theme tune. But the kid in full Darth Vader get-up, using the ‘force’ is relatable! The payoff is when the car obeys, after all the other efforts - it’s classic child-like charm and warms the heart.”
Chris Walker - Summit Drive MD
Cog – Honda Accord (2003)
“I think this one will have been on everyone’s list (those old enough anyway). It’s a simple concept done really well. It doesn’t rely on a celebrity or special effects. It’s just skill and precision, and it’s impressive. Poetry in motion but with car parts. It shows the engineering and story behind the vehicle rather than telling you.”
Lisa Frost - Sales Executive
Va Va Voom – Renault Clio (2001)
“I picked this purely for the phrase ‘Va Va Voom’ - and you have to say it like Thierry says it. Everyone was saying it - and not just in reference to a Clio. It became a cultural thing beyond the ad. It worked well because it gave an otherwise pretty ordinary car a personality and appeal. Thierry made it sexy. Simple as that.”
Annabel Walker - Operations Director
The Epic Split – Volvo Trucks (2013)
“The opening intrigues. The voice-over works. It’s Jean‑Claude Van Damme, but doing a truly mental stunt. It’s got that element of jeopardy and danger which keeps you watching. Then you realise it’s actually selling the precision and control of the trucks. Visually, it’s actually quite stunning. It sort of mesmerises you. But with a smile.”
Ian Richardson - Pricing & Sales Support Specialist
Lucky Star - Mercedes SL500 (2002)
“I picked this purely for the phrase ‘Va Va Voom’ - and you have to say it like Thierry says it. Everyone was saying it - and not just in reference to a Clio. It became a cultural thing beyond the ad. It worked well because it gave an otherwise pretty ordinary car a personality and appeal. Thierry made it sexy. Simple as that.”
Interestingly, many of our team members gravitated toward older campaigns (not because they're old) but probably because they were thoughtful and impactful, rather than just another message in a crowded, cluttered media landscape like today.
Similarly, at Summit Drive, we believe that leasing isn’t just about the transaction - it’s about experience. Done well, we can create a lasting connection with our customers, long after the documents are signed.
