ROCKS-E

The Approach

Some cars are not as beautiful as other cars. The Opel Rocks-e has a face that only a mother could love. Most agencies would have ignored this. We leaned in hard.

The brief was simple: make people love this car. The insight was simpler: don't pretend it's something it isn't. Write lines that acknowledge the obvious weakness, own it with confidence, and turn self-deprecation into charm.

The client meeting that followed was the one with the most laughs in recent memory. They're still rolling with the sorry-not-sorry attitude — which is exactly where this campaign needed to land.