SUV ads: Dangerous city animals

If an alligator could drive, what vehicle would it choose to go to a party? None other than the Tata Safari.The query in the latest Tata Safari spot echoes the "What would Jesus drive?" line from us anti-suv (sport-utility vehicle) messages; it undercuts the question to promote a one-person one-vehicle diesel-guzzling lifestyle

 
Published: Saturday 04 July 2015

-- suv ads

If an alligator could drive, what vehicle would it choose to go to a party? None other than the Tata Safari.The query in the latest Tata Safari spot echoes the "What would Jesus drive?" line from us anti-suv (sport-utility vehicle) messages; it undercuts the question to promote a one-person one-vehicle diesel-guzzling lifestyle.

suv ads generally appropriate open, non-urban spaces as areas only meant for urbanites to go and play. Previous Tata Safari ads showed the suv traversing forests or wading through high water. The ideal was to convince the buyer that the vehicle was made for out-of-city drives. The latest Tata Safari ad maintains the jungle feel, but with a new twist. It aims to bring the animal to the city. The tv spot seeks to portray wildlife surrogates in human form, showing young men and women in a nightclub as hyenas, wildcats and assorted creatures. The voiceover for the spot signs off with the information: "There's enough wildlife in the city", masking the truth that the suv is not meant for urban use -- it is designed to haul equipment, not fast-track party-goers.

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