Product as Brand

Have you seen the Polestar 3 ads on The New York Times website?

The ad experience leverages a minimalist, product-led design and modular storytelling to position Polestar as the intelligent alternative in the premium EV category.

Each panel in the creative focuses on a single product feature - from aerodynamic design, to panoramic roof, to upgraded LIDAR (pictured).

What is at work in these ads?

First, the visual and UX designs are grounded in Scandinavian minimalism. Clean lines, muted grays, white space and architectural overhead views.

This approach aligns with Polestar’s Nordic design ethos, drawing in viewers who appreciate clean, modern, and high-design sensibilities - think Apple, Muji or Bang & Olufsen aesthetics.

Then there's the sequential storytelling. The carousel format clicks viewers through the car's distinct value props one at a time. Each slide has a focused, instructional message - building understanding over time rather than overwhelming viewers up front.

There's also the interactive, native feel. The "+ hotspots" suggest interactivity even in a static format. This reinforces a sense of control and exploration, working much like a product page on a dealer website.

Who is the target audience?

Polestar is aiming at affluent, design-savvy urban professionals (like some NYT readers) who are also likely early adopters or fast followers of EV tech.

These are people who value aesthetics, innovation and environmental consciousness. People who have the disposable income for a premium EV but who may be turned off by Tesla's ubiquity or company leadership.

Why do I like these ads so much?

I appreciate the "brand as product, product as brand" communication design demonstrated in the Polestar 3 ads.

Brand name. Product features. Unintrusive CTA. That’s it. The product IS the story.

If you missed the advertising campaign, you can see a reflection of them here in the Polestar 3 product page.