Advertising: Trying to Disrupt the Auto Industry With The Onion’s Help

Advertising: Trying to Disrupt the Auto Industry With The Onion’s Help

- in Automotive
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Elio Motors, which makes a car with three wheels, went to The Onion’s agency for its latest campaign.

PAUL ELIO, the innovative engineer behind the commercial three-wheel car, had only a vague sense of what he wanted from his namesake company’s latest major advertising campaign.

He did know, he said, that he wanted it to be laugh-out-loud funny. His model: the popular Kmart ad from 2013 portraying customers gleefully boasting, “I shipped my pants.”

“I watched that thing 10 times and laughed every time,” Mr. Elio said. “That was genius.”