AdTurds Bad Averts – Badverts –

28Jul/1414

Toyota Aygo V Citroen C1 V Peugeot 108

Type 'city cars, fun' into Google and you get 210m results. That's because - in the absence of powerful engines, taut handling, luxurious refinement, big interior space and hi-tech gadgets - there's not a huge amount else to trump when you're selling these little cars, other than their price.

Hence, in these three adverts for the Toyota Aygo, Citroen C1 and Peugeot 108 there's one theme reinfored again and again: fun. Toyota has even gone so far as to suggest you 'go fun yourself', which is a bit much. Peugeot reinforces the idea that you can personalise the 108 to your heart's content.

Citroen, interestingly, has a young man in its advert - a rare departure for these cars that tend to be aimed at women. It's also 'naturally urban' - and to prove it, here's a picture I took of it on the recent launch in Coventry.

What's interesting about these cars is that they are essentially, despite what manufacturers say, the same car so we have a rare opportunity to see how three different brands are represented by three different agencies given the same product to market.

That they have managed to create three fairly separate identities for them - with three clear messages - is pretty clever. That they're decent ads is all the more impressive.

My tip? Avoid the 1.0-litre engine and go for the 1.2. That rules out the Aygo but, frankly, if you like the colours who am I to argue? Let me know which one you like best.

Citroen C1 - Naturally Urban

Harry Potter goes hipster in Breaking Bad car-park.

Peugeot 108 - This Time It's Personal

Androgynous robots stalk through JG Ballard landscapes.

Toyota Aygo - Go Fun Yourself

Futuristic neo-noir directed by MGMT.

  • Shaggy Alonso

    Go fun yourself? I can guarantee in the history of mankind, that this sentence has never been uttered by anyone, in any language, ever.

    • Adam Khan

      That slogan is what brought me here in the first place. What a terrible play on words and poor excuse to plant the word ‘fuck’ in the viewer’s mind. How on Earth is this acceptable and why has the adturds bloke described it as being a ‘decent ad’?

  • Shaggy Alonso

    Go fun yourself? I can guarantee in the history of mankind, that this sentence has never been uttered by anyone, in any language, ever.

    • Adam Khan

      That slogan is what brought me here in the first place. What a terrible play on words and poor excuse to plant the word ‘fuck’ in the viewer’s mind. How on Earth is this acceptable and why has the adturds bloke described it as being a ‘decent ad’?

  • Chris

    Anyone seen the new ad for the aygo where there singing to bruno Marrs, urrrrgh. Words can’t describe the hatred I have for that ad

  • Chris

    Anyone seen the new ad for the aygo where there singing to bruno Marrs, urrrrgh. Words can’t describe the hatred I have for that ad

  • Egor ‘Bobby’ Redcloak

    For the same price as one of those you can get yourself a bike, cheaper to run, more fun to ride and if you are a man it means you can leave the lippy and handbag at home and keep your danglers.

  • Egor ‘Bobby’ Redcloak

    For the same price as one of those you can get yourself a bike, cheaper to run, more fun to ride and if you are a man it means you can leave the lippy and handbag at home and keep your danglers.

  • pleasespareit

    I remember being faced with a huge billboard after leaving the M1 J1, with a toyota aygo and the phrase “go fun yourself”. I giggled. They definitely win.

  • pleasespareit

    I remember being faced with a huge billboard after leaving the M1 J1, with a toyota aygo and the phrase “go fun yourself”. I giggled. They definitely win.

  • Are you asking which ad we like best, or which car? Never having driven any of them, it’s a tough one to call if the latter.

    Top marks to Toyota’s ad people for coming up with a slogan based on “go fuck yourself”. I mean, really.

  • Are you asking which ad we like best, or which car? Never having driven any of them, it’s a tough one to call if the latter.

    Top marks to Toyota’s ad people for coming up with a slogan based on “go fuck yourself”. I mean, really.

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