Cars - and their advertising - have pretty much been clones of each other for years. Everyone’s got air-con and bluetooth and bum-warming seats, so there has to be something a little more intangible to set you apart.  

For Opel, the answer was to focus less on the bells and whistles and more on how driving these cars make you feel. The tone of voice was then carried through to the Opel racing team and the role it plays in developing the Opels we see on the road.