Cue emotional music, often a piano. Not whimsical and definitely not brooding. Emotional, happy but subdued.
Cue a scenario ripe with emotion. A father holding his child for the time. A woman falling in love with her future husband. Grandparents holding hands while walking with their family.
Voice over says something a long the lines, "Your family is the most important thing to you. The relationships we have are timeless."
THEN
"And that's why Mercedes is releasing their new model!"
This scenario happens countless times within car commercials. And it makes sense, somewhat. Instill emotion into people then hit them with the product.
However, my favorite commercial comes from a Lexus commercial. And even though I don't have an intention to ever buy a Lexus, this spot is amazing to watch.
"The Composer" never once shows a car. No new model. No new technology to share. Nothing.
What is does share is the emotion and then, ultimately, the brand.
The composer is struggling to find the right song. He plays and plays and writes and writes, but to avail. He rewrites, and plays more.
The feeling of his struggle is something we can all relate to. And then, suddenly, he plays the right music.
The composer begins the first notes to the "Mission Impossible" theme. Of course, this works of several levels to tie together theme of the entire commercial but then the hammer drops with Lexus' tagline.
"To the pursuit. The pursuit of perfection"
Then it ends. The car never shows up, but what Lexus stands for is thick and heavy but only feels that way until the end.
Go, watch it. See what you think about the car ad with no car in it.