You drive me crazy

Automobile A retro-style poster series by the Zurich agency Lowe is intended to boost sales at the USA-Autos company in Schlieren.Loud, arrogant and aggressive: What is unpopular with people is appreciated in cars. At least with Amish sleds, as a poster campaign by USA cars proclaims. Ruedy Brawand, owner of the store in Schlieren, turned his hobby into a profession more than 20 years ago and sells almost everything from classics to new cars that come from the U.S. car market. His clientele is correspondingly diverse, as Brawand says. Whether young or old, new or returning, the fans of "Americans" cannot be segmented. The idea for a new brand identity for USA cars came from Keith Loell, CD at the Zurich agency Lowe and himself an exiled American. He and his team designed four poster sujets that play with the clichés of American cars with pithy slogans and striking design. The eye-catcher is the retro-style printing technique, which was created by the Nashville-based print shop Hatch Print Show. This company still produces posters with the look of the turn of the century - using hand-carved printing templates and original machines. The four game posters are currently hanging around gas stations, garages, parking garages and target-group-relevant pubs.
Brawand in Schlieren feels nothing of the rather negative mood regarding America and U.S. products. True fans don't let politics spoil their pleasure, or as he puts it himself: "What can an old Mustang do about the fact that there's a Mr. Bush?
Like the poster, like the cars.
Simone Keller