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Dunlop - Tested for the Unexpected (Advertisement)

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Tony Kaye went to LA to direct this surreal adventure showing a car with Dunlop tyres dealing with some very testing obstacles. The Velvet Underground provided the music.

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      28.02.2001 18:14



      What the hell was this all about? The advert featured a car driving through a bizarre, chaotic landscape, with geysers, strange spiky people and rolling "thingys". The wondrously strange Velvet Underground soundtrack added to the atmosphere. The idea was that with Dunlop tyres, you're ready for anything, no matter how unexpected. But the impression the ad gave was one of cinematic gorgeousness, plenty of ambience but little or no emphasis on the product. It seems that tyre and car manufacturers seem to live in some parallel dimension, where actually saying memorable things *about their product* is overwhelmed by a desire to say something memorable. The analogy would be Tony Blair reciting a limerick on a party political broadcast. It'd be memorable, all right, but not necessarily convincing to potential voters. What's worse is that in a competitive marketplace with little product differentiation (without the logo, can YOU tell a Dunlop from a GoodYear?) this advert did not scream Dunlop. In fact, I'd forgotten who the ad was for. In fact, I thought it was for a car. See what I mean?


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