What do people want from car ads?
Our new video shows that people want CO2 info on ads ads to be easier to understand
What do people really think about car adverts? Do the small CO2 and mpg figures mean anything to them? Are colour-coded labels a step in the right direction?
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We Are Futureproof recently produced a 4 minute film documenting recently recorded interviews in Covent Garden, central London to find out what people thought about 2 different types of car adverts.
They were presented with an advert as it now appears in publications and outdoor billboards and then one with the same CO2 label currently used in most car showrooms.
If we are sincere about wanting to move the car market towards more fuel-efficient cars then advertisers and car makers need to adopt a better system for communicating emissions and fuel economy to the consumer in car adverts.
The resulting interviews show that the CO2 and mpg information currently displayed was confusing, even unhelpful. Using the colour-coded energy-efficiency label proved a step in the right direction.
Watch the video here:
- Watch Sian from We Are Futureproof speaking at the D&AD 'Sharp'ner' event this week: http://t.co/Vp8HYk5V
- Cars that drive themselves? They aren't so far off - http://tinyurl.com/3cky95g
What we do
Campaigning for better information on car adverts
A CO2 Charge for London to charge a fair price to gas-guzzlers and reward cleaner cars.
Working with others for stronger EU targets for new cars.
What we have done
The Alliance Against Urban 4x4s
Starting in 2003, we helped turn the tide against those ridiculous Chelsea tractors.