"Cool" is NOT a style. It's a mirror. ㅤ Enthusiasts think you're cool when they see themselves in your ad. ㅤ That's the whole game with car people. They want you to be cool. But everyone has a different idea of what cool is. ㅤ So how do you advertise to all of them at once? ㅤ You don't. You use creative variation. ㅤ Here's what that means. ㅤ You take your brand and your message, and you drop it into scenes your buyers already know. ㅤ Then you build different scenes for each type of enthusiast. ㅤ We did this for a brand that makes car jacks. A quarter of their buyers were diehard motorsports fans who lived in the paddock. Half were normal car people who liked to wrench in their home garage. ㅤ So we shot two batches of ads. One set at a racetrack. One set in a nice home garage. Same message. Same goal. Different worlds. ㅤ Each buyer saw their own world reflected back at them. And each ad set sold harder because of it. ㅤ That's the part people miss. Creative variation isn't about saying d...