Since the 1960’s the car industry has been dominated by misogynistic advertising. It’s 2018 and not much has changed. So when one of our competitors used a woman’s body as a comparison to the features of their new car in a radio commercial, we decided it was time to take them on.

We re-created the radio ad by using the same music, a sound-a-like voice over and made a few slight tweaks to their script in order to reveal and challenge the way they were portraying women. We flighted our radio ad on the same radio station as theirs, back to back.

The world has come along way since the 1960s.

We believe it's time the car industry caught up.

We flighted our ad tactically on the same radio stations at the same time.

It's never easy generating results through radio as a medium, however, our ad did create conversations around the car industry and the way in which they advertise.