Wednesday, November 4, 2009
Insanity > definition > same thing > over and > over. Right? K, just checking. I swear I don’t get it. It’s a great American message of a brand voice—10 years ago. But according to Ad Age, Dodge will blast a message that people probably don’t want to hear 190 times during tonight’s Game 6 of the World Series. That equals a lot of money* that had to come from somewhere. And in times like these... forget deathwish, does (part of) Detroit have a suicide wish?
No innovation beyond a new logo. Big payloads. Tough trucks. (ALL trucks are tough, no?) CEOs glossing over the troubles they’ve had to instead focus on feel-good aspirational themes. Why? Shouldn’t a tough, hard-working truck warrant an honest dialog with an audience which supposedly shares those same traits? Guess we’ll never know because nobody ever tries.
So will this translate to sales? Better branding? Agency coffers? Latter: Check! Underscoring the rant, I’m writing this as I watch the Chevy truck commercial from last year with John Mellencamp singing about “Our Country.” (I mean, if you’re going to buy 190 spots, why not be the only truck brand.) Circle of insanity now complete.
Wanna sell more? Do something that really makes a difference in the wallets of the workers featured in the spot: Shave 15-20 mpg off current fuel ratings and watch them fly out the door. People might then almost forget Chrysler and Dodge took bailout money.
*Assuming the average World Series rate of $400K per :30 (plus regular prime-time rates).
Posted 9:14 PM