Aston Martin's Fake Advertisement

You know you're not the first but do you really care?

Bobbie Atkinson October 2015 Aston Martin the luxury British sports car manufacturer has released a new ad for pre owned vehicles. Or so everyone thought, recently an advertisement of what people believed was by Aston Martin has gone viral over Facebook and Twitter. It is of a provocatively dressed woman kneeling on a kitchen work top only showing her from behind, with the slogan " you know you're not the first but do you really care? This is a piece of traditional marketing however various experiential marketing techniques have been used to attract their target audience.

As it is a sports car brand, the vehicles sold are not cheap with most cars being priced at over £100,000. Most men dream of owning a sports car since they are in there teens, therefore the company targets a more mature male audience. When thinking about the audiences schema, the beliefs of middle aged men are quite obvious. Anything associated with cars and attractive young women is going to grab the attention of any male buyer. 
Despite this piece of advertisement being a fake, it still managed to go viral and catch the attention of many men across the internet. This has been proven as on the Aston Martin's website discussing the false ad one male customer commented "Aston Martin is a car for guys…..that ad !…is for guys..come on Aston Martin lagonda… lighten up..Its the best Advert you've had for years". This shows that whoever made the ad knew exactly how to use experiential marketing even if they did not know it themselves and maybe just did it for a joke. As well as having a fantastic understanding of the consumer's schema and ensuring how they interpret the ad relates to their beliefs, sensory marketing focusing on vision was also used. The image displayed of the young woman is going to catch anyone attention male or female. Also the slogan used is associating relationships a lot of men have with women to the next car they might purchase. Of course most men would want their first sports car to be brand new, however this is showing them not everything has to be untouched for it to be a good experience.

This rating has been chosen as the ad caught a lot of attention and was used very well, however as it was fake it did not contribute positively to the company.