Aston Martin’s Pre-Owned Slogan Sparks Debate and Draws Attention
Aston Martin’s used car division made headlines in early 2013 with a provocative ad campaign featuring the slogan, “You know you’re not the first, but do you really care?”
Aston Martin’s used car division found itself at the centre of attention in February 2013 after launching an advertising campaign with the slogan, “You know you’re not the first, but do you really care?” The campaign paired the line with an image from a Playboy Germany photo shoot, aiming to draw a parallel between the allure of pre-owned luxury and the appeal of a glamorous model.
Intent and execution
The campaign was designed to highlight the desirability of Aston Martin’s pre-owned vehicles, positioning them as objects of aspiration regardless of prior ownership. The slogan traded on the brand’s reputation for exclusivity, suggesting that the cachet of an Aston Martin endures beyond its first owner. The image, featuring model Rosanne Jongenelen, was borrowed from a Playboy Germany shoot published in January 2012. The visual was chosen for its provocative, tongue-in-cheek association with the slogan.
The ad was not without precedent. BMW had previously run a campaign for its own approved used vehicles with the line, “You know you’re not the first.” The Aston Martin version, however, was more explicit in its visual reference and in the way it played with innuendo. While the approach generated attention, it also raised questions about originality and taste.
Reaction and controversy
The campaign quickly divided opinion. Some praised the ad’s boldness and humour, arguing that it succeeded in making the pre-owned proposition more memorable. Others criticised the campaign for its use of sexual imagery and for relying on a slogan that had already been used by another premium brand. The ad’s use of a Playboy photo in particular drew criticism from some quarters, with concerns raised about whether it was appropriate for a luxury brand aiming to broaden its appeal.
There were also claims that the Aston Martin ad might face complaints or even a ban, as some felt it crossed a line in terms of taste. No official action was reported at the time, but the debate highlighted the risks luxury brands face when using provocative marketing to stand out in a competitive used car market.
Impact on the used car market
The campaign succeeded in drawing attention to Aston Martin’s pre-owned division, at least in the short term. It also reignited discussion about how luxury brands should approach the marketing of used vehicles. While the ad’s shock value may have helped it cut through, it also demonstrated the fine line between memorable marketing and negative publicity.
The episode serves as a reminder that in the used car segment, even established luxury marques like Aston Martin are willing to experiment with unconventional messaging to attract buyers. Whether the campaign’s notoriety translated into increased sales is less clear, but it ensured Aston Martin’s pre-owned programme was talked about far beyond its usual audience.
