Welcome to the New: the technology, price and performance you’ve been waiting for

With the introduction of the new Tesla Model 3, an affordable high-end electric car, this ad campaign promotes the new zero-emission technology as the innovation we’ve been waiting for. While the cost will be a major signal for people, making the transition to an electric car will require more than just a price tag. This campaign helps emphasize the technology as the logical next step in our technological progress to help move the consumer from the status quo to the future.

Get the performance you’re due

The first ad in the series (above) visualizes the Model 3’s acceleration speed (zero to 100 km/h in 3 seconds) on an odometer with the acceleration speeds of other low-carbon modes of transport (cheetah, man, turkey and tree). It’s having some fun, while also subtly not putting the car on the same spectrum as other gas-powered cars. Rather, the car competes with the spectrum of speed found in the natural environment. It is the evolution of speed. The message is adapt or get left behind.

Smart phones don’t run on gas, and neither should you

The next ad putting a gas engine on a smartphone helps the viewer understand the connection of the electric car innovation in context with their own adoption of smartphone technology. The future is battery powered and the electric car will soon do to gas-powered cars what smartphones did to landlines: make them obsolete.