How do you do that without sounding too cheesy? Get respected actors Patrick Stewart and Ewan McGregor (for BMW and Renault respectively) to do the voiceovers, give them an uplifting soundtrack ("Somewhere only we know" by Keane in Renault's case) and place as much emphasis on your past cars as you do on the ones you want to sell today.
Car adverts are an awkward business. Volkswagen usually seem to manage, with German and now international firm Doyle Dane Bernbach having handled most of their advertising since the original Beetle ads in the 1950s. Some of Honda's adverts in the past decade have been excellent - Cog and Choir stand out in particular, and Impossible Dream, which was possibly of some inspiration to Renault and BMW with their recent efforts.
The approach taken by Renault and BMW is refreshing. Of course, it might not be to all tastes, but both adverts seem to take a step back from the self-indulgent and glitzy unreality of normal car adverts and make both companies seem that little bit more down-to-earth.
