Hot Wheels: Parking

Girls can play too.

Advertising Agency: Ogilvy Budapest, Hungary
Creative Director: Gabor Spielmann
Art Director / Copywriter: Bruno Almeida
Photographer: Artluzstudio

January 2008


gmint7's picture
2683 pencils



mrtalented's picture
2171 pencils

wrong insight

vaikunta's picture
64 pencils

They shoud put the toy just a little bit out of order! At first sight I thought the car is driving away...

JAGGY's picture
1382 pencils

but after reading the copy, you got it, right?

Jaggy, MICA Ahmedabad

Davosk's picture
4815 pencils

The car should be shown parked crooked and the back wheel up on the curb. This doesn't show anything to demonstrate a female's parking difficulty. Very sexist btw.

rudylafaber's picture
49 pencils

Agree on both points.

theanc's picture
2783 pencils

Me too. This is fucking horrible. The first thing I though was the cars was leaving not parking. And then why not a pink car? It would help. And whos is supposed to understand that? Kids?

WhereIsMyBackPay's picture
177 pencils

Same thought. They could've used a pink car to emphasize that it's a girl's car.

shitix-'s picture
234 pencils

i dont think there are any hot wheels that look "pink" or "feminine" tbh,i cant imagine that they didnt think about that...
for me the problem is whos the target,parents kids or..cds? because honestly no kid would ever get this..

theanc's picture
2783 pencils

Well, this is advertising. If there's not a pink car, make it happen. And if there's not any feminine appeal why a girl oriented ad?
I think the problem is a bad made scam.

shitix-'s picture
234 pencils

hot wheels is a boyish brand,they are famous for being super fast and for their wide variety if im not wrong..
also, girlish,hot wheels dont exist.
now,if they wanted to target girls with this ad,it just doesnt make sense to me because i think they wont get it.and if they had created a pink car,they would have had to change the concept.(because it would be a see-say ad).

if they target adult females, (collectors??) it might have some sense.
if someone wanted to impress..that makes the most sense to me.

biabitch's picture
298 pencils

i agree too. it just looks like its leaving. because well this game is no fun so bye-bye.

EzraButler's picture
4 pencils

What is the joke? That women can't park or that little girls can also dream of testosterone-fueled male-ego building american muscle cars?
While this is obviously an ad targeted towards individuals with both an x and a y chromosome, I think that a funnier sexist ad (if one would want to go that way) would be a "female" car, on an open road, with many cars behind it, truly highlighting the stereotype of incompetent female drivers. Or if in this case the car would have run into one of the adjacent cars.
Just my $.02.

blacksmurf's picture
200 pencils

omg this is really good

easy to say "art director".

jorj's picture
638 pencils

ouuuuu ah

thirty6chambers's picture
1464 pencils

seen it done for VW as a sponsor of some girl sports team I think.

devdonnelly's picture
26 pencils

I guess this is supposed to be a comment on the stereotype of women drivers, if so it is it isn't very well executed, why would girls (or more appropriately their parents) buy a toy whose campaign is reinforcing a negative stereotype? Seems like the idea was to play off of that stereotype, but they got cold feet and tamed it down, there by making it lose all of its ironic value.

EGGO's picture
354 pencils

Oooohhh a hit below the belt. Don't think this really goes for the target know, 12 year olds.

You have to hate advertising in order to truly love it.

BAdman's picture
23 pencils

actually, when i was young i worked in a dept store, 12 year olds are not the target audience, most are 40-50 yr old male and some females that collect them. They always seemed to know when new deliverys were coming in.
Also, I like the idea, but I agree with all comments, it basically look like the car is in the process of parking.

nice gaijin's picture
nice gaijin
815 pencils

silly rabbit, girl's can't parallel park 9_9

Cruiser's picture

r u kiddin me?!!! think before executing shitty works...

shades's picture
78 pencils

pisses me off that such a neat little idea got stuffed up by confusion.
Is the car coming or going
It could be argued that if she's parking the car, it's perfect so far.
If she's leaving the spot, it's perfect as there is no traffic coming either way.
Simply mounting the car on the curb slightly askew.....job done...perfect.


in the name of ad's picture
in the name of ad
456 pencils

made me smile... but in fact it's too easy!

driton's picture
23 pencils

not good.

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