Hot on the heels of the Oscars and the Golden Globes, CAR magazine’s latest radio spot, promoting its Top 12 Best Buys, goes Hollywood. Imitating the style of a movie trailer script and the voice of celebrity blockbuster voiceover artist Don LaFontaine, the ad begins with LaFontaine’s trademark opening phrase, “In a world…”, and highlights the cover story of CAR’s March issue, the brand’s recommended best buys in 12 categories. Devised by ad agency Bester Burke, the spot is airing on 5FM for national reach and the best audience fit.
CAR’s annual Top 12 Best Buys, in association with Tracker, is now in its 15th year. It is welcomed as a trusted and authoritative guide by consumers faced with a bewildering selection of options when considering their next vehicle purchase. Excellence by companies and individuals in the motoring world were recognised at the Top 12 Awards last night (4 March).
Ford scooped the big award of the night, Motor Company of the Year, as well as the Best Engine (Ford 1,0 Ecoboost) and Best Compact SUV/Crossover (Ford Kuga) categories. Mercedes-Benz was named Designer of the Year for its A-Class, BMW’s i-Range received the Green Award and Volvo claimed the Safety Award for its cyclist detection safety system.
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