Description
This ad for the 1999 Pontiac Grand Am uses a dramatic visual of a winding road made of sharp saw blades to communicate the idea that driving can be rough, unpredictable, and even hostile. But the Grand Am is shown cutting through the danger with confidence, reinforcing its message of durability, excitement, and solid build quality.
How This Works
The metaphor of a saw-blade road transforms the driving experience into a challenge where only a tough, well-engineered car survives. By positioning the Grand Am as the vehicle that “bites back,” Pontiac highlights its strength, traction, and performance, turning an abstract idea (road toughness) into a memorable visual narrative.
How You Can Reuse It
You can reuse this concept by replacing the saw-blade road with any exaggerated metaphor that symbolizes industry challenges, customer frustrations, or environmental obstacles. Then depict your product as the one confidently navigating or overcoming them. It’s an effective way to dramatize value and make your product look like the hero of the story.
