MARKETING MIX: Global pulse - Ruling the road

Often we can feel confined and constrained by category rules. For example, cars and motor power exert a strong pull on the aspirations of young people around the world. Among other things, they represent freedom and self expression - two concepts that are critical to a young mindset.

But cars and 'cool' is an area ridden with cliches - the category seems to have very restrictive rules. Surely there's more than Max Power, Men and Motors and chicks draped on bonnets at motor shows to come from such an emotive arena.

Well, yes, there is. Pointing the way are these shoes from Vans - retro motoring imagery can be a well of inspiration, especially for more tired categories.

Perhaps the place to look is another culture's view of 'the extreme'. These customised cars, exhibited at a car show in Miami, are a very US vision of modification and show the same category can be interpreted in a different way.

Or re-contextualise your category by marrying it with an unusual bedfellow. In these ads for DC Shoes, skateboarder Rob Drdek takes motoring to a whole new place, with his trademark wild animals.

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