Opel might have raised the bar for the oddest car commercial that focuses on selling station wagons to Danish men. Watch it without sound and you’ll think you are watching a provocative ad for mens underwear. Turn on the sound and, well, it’s still a provocative ad for mens underwear.
According to Opel, men are not interested in station wagons because their testosterone levels are too low, leading to a lower sex drive, which leads to a lack of confidence, that then results in the need to overcompensate with a flashy sports car. Oh how I would’ve loved to see the advertising pitch for this one.
So now Opel claims to have found the reason for poor sales… low testosterone. Whats the solution? Well Opel has designed a line of testosterone-increasing underwear called ‘Ride Comfortably by Opel: The Astra Sports Tourer Collection’, and they are handing them out for free to Danish men that want a pair.
Will this bizarre campaign get men to buy an Opel station wagon? Probably not. At best it will raise brand awareness, but maybe if they made the actual station wagon sexy instead of men’s crotches, they would have better success. What does the current station wagon actually look like? No idea… it never makes an appearance in the ad. I could look it up, but I think I’ll spend that time figuring out how I can get my hands on a pair of Opel underwear.