Aside from the obvious fact that this video is simply incredible and may likely be the best ad of the year – if not the decade, it is also an excellent example of how to effectively market to women.
Actually, there are some pretty strong arguments for the trucking industry to target female drivers. For instance:
- There is a shortage of truck drivers.
- The number of female truck drivers has increased 50% since 2005 and continues to rise. Of the more than 3 million truck drivers in this country, more than 200,000 are female, up from 133,000 in 2005.
- According to Best Yet Express Trucking, some statistics show that women truck drivers are three times less likely to get into an accident and five times less likely to violate safety regulations than male truck drivers.
But whether Volvo is intentionally targeting women is not really the point. To be honest, my guess is that they weren’t. Yet, much like Apple’s past advertising, it includes many of the elements that resonate with women and are worth pointing out.
So, what makes this ad appealing to the female?
- It explains complexity, simply. From the short and poignant dialog, to the strategically balanced elements of nature, trucks, and man – it says, “engineering that defies logic.” It communicates groundbreaking innovation that makes the steering so much easier, safer and precise.
- It instills confidence beginning with the assurance and calmness in Jean-Claude Van Damme‘s expression to the trust he displays in the engineering.
- It pays attention to every detail from where the sunset begins and ends to the lyrics that begin with, “Who can say where the road goes, where the day flows?…”
- It evokes emotion with the impeccable timing of the closeup, as it pulls back to reveal the feat, perfectly overlaid with music as the sun spills in.
- It’s transparent in that it is real. No gimmicks.
- It demands respect with a feat that requires no explanation.
- It sells the brand, whether it be a semi-truck or car, it makes you want a Volvo – male or female.
For a behind the scene look before shooting the ad, check out the video below.