Tesla may have just unveiled its inaugural commercial less than a week after Elon Musk announced that the company would venture into advertising for the first time ever.
The electric vehicle manufacturer released a concise 2-minute video on its Tesla Asia Twitter account titled “Drive to believe.” The video provided a glimpse into the company’s upcoming advertising campaign, which seems to emphasize driver testimonials.
Interestingly, Tesla seems to be taking a rather understated approach to its advertising efforts. The Tesla Asia account, with only 172,000 followers, pales in comparison to the main account’s substantial 21 million followers.
While it remains uncertain if this truly marks the brand’s initial advertisement, numerous Twitter users have enthusiastically celebrated it as such.
Drive to believe——why she chose Tesla? ❤️ pic.twitter.com/LXtGl15QUy
— Tesla Asia (@Tesla_Asia) May 19, 2023
Word of Mouth Marketing
Historically, the brand has heavily relied on word-of-mouth marketing, along with Elon Musk’s promotional activities on social media platforms.
Just last week, Musk described Tesla’s Twitter promotions as “preaching to the choir.” At present, Tesla has not responded to a request for comment regarding the video.
The video showcased the experiences of a woman who owns a Model 3 and is a mother of two children. She expressed her initial attraction to the vehicle based on its advanced technology, but her appreciation has grown even more due to its safety features.
The video specifically highlighted various notable aspects of Tesla cars, such as the Autopilot feature, the infotainment system, and the convenience of using the Tesla app for daily commuting.
According to the woman featured in the video, the Tesla vehicle holds significant value for her children’s future, making it an extraordinary gift.
Significant Shift in Tesla’s Approach
During a recent event, Elon Musk announced a significant shift in Tesla’s approach to advertising, a departure from its previous stance of avoiding it. The catalyst for this change was a suggestion made by a shareholder named Kevin Paffrath, popularly known as the YouTuber Meet Kevin.
— Eva McMillan ♥️ (@EvasTeslaSPlaid) May 22, 2023
Paffrath emphasized the importance of reaching out to individuals who are not already Tesla enthusiasts and spreading awareness about the company’s products.
Musk revealed that he had only recently made the decision to delve into advertising. He acknowledged that Tesla currently lacks a clear advertising strategy.
However, Musk shared his perspective on advertisements, expressing his belief that they should be both informative and entertaining, ensuring that viewers do not feel any regret for the time spent watching them.
In his interview, Musk expressed his intention to utilize advertisements as a means to address what he considers to be misinformation surrounding Tesla’s pricing and to highlight the safety features of their vehicles.