BBDO Riding in Cars With Boys

Preparing for a new task from Pioneer Electronics, the creative team at BBDO West conducted what is best described as a mini focus group on wheels.

According to Jim Lesser, creative director at BBDO West in San Francisco, the agency took the pulse of young male auto enthusiasts simply by piling into a car and cruising around with them. “Good advertising starts with understanding the consumer,” he said. “We went to unusual lengths to get into the heads of the target audience.”

After using a consultant to recruit a group of serious car lovers, the BBDO team spent a few nights on the town with them.