By on December 1, 2016

Mazda Dog

Mazda, which has seen its previously strong sales slip in Israel, feels the brand has developed a bum rap. Its once-exciting cars have become unworthy of praise in the Jewish republic — claims the company finds flagrantly objectionable.

So, rather than take the perceived abuse lying down, the automaker developed the “Prepare to be Amazed” campaign in response. Its essence isn’t that Mazda begs to differ with naysayers, but that the general public is simply wrong in its assumptions.

It’s the advertising equivalent of telling off the school bully while putting on a pair of sunglasses and moonwalking home. (Read More…)

By on November 29, 2016

Untitled

Do you remember the last Volvo commercial you saw? Or any Volvo commercial?

If the answer is “no,” you clearly haven’t seen the videos offered up by Volvo Trucks, which somehow manage to make 18-wheelers seem as alluring as a two-seat droptop. By staging stunts that compel viewers to seek out a heavy truck license, the company’s online videos have given the truck maker a strong media presence and plenty of word of mouth.

It’s too bad that Volvo Cars (long since snatched from under the Volvo Group corporate umbrella) can’t do the same thing. (Read More…)

By on November 15, 2016

Dodge Journey Canada screenshot - FCA Canada websiteIt was early 2014 when an Albertan car salesman drew my attention to a claim he noticed in commercials and promotional material from Fiat Chrysler Automobiles Canada. The Dodge Journey, they said, was Canada’s No. 1 selling crossover.

It wasn’t. But at the time, FCA was using some hilariously inappropriate segmentation from R.L. Polk Canada, Inc. to support the claim.

FCA Canada’s more recent Journey-related claim uses altered language to make a similar-sounding statement. FCA calls the Journey, “Canada’s favourite crossover.”

The Dodge Journey is not Canada’s favourite crossover. The Dodge Journey never was Canada’s favourite crossover. Based on current trend lines, the Dodge Journey does not stand a chance of soon becoming Canada’s favourite crossover. (Read More…)

By on November 9, 2016

2017 Toyota Prius Prime

Toyota’s going to market the new Prius Prime with laser-like precision. Is it because they want to embrace cutting-edge advertising methods, or is it because they don’t see it as a vehicle with particularly broad appeal?

That, BMW thinks it might want to keep an unpopular model around for another generation, Volvo issues a voluntary recall on seat belts, and Toyota and Nissan agree that their prospects have looked better in North America… after the break!

(Read More…)

By on November 2, 2016

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Normally at this time of year, between Halloween and Thanksgiving, we start hearing about automakers’ television commercials for the upcoming Super Bowl. For decades, the National Football League’s championship game has been the marquee venue for car companies trying to make big impressions on consumers.

As Super Bowl ads became an item of interest all on their own, many automobile manufacturers have crafted entire campaigns around their commercials for the “big game”, with teaser ads leading up to the event and long form and other alternate versions released once the primary ads are broadcast on Super Sunday.

While it’s the highlight of American football, automakers from around the world pony up big bucks to display their wares before more than 100 million viewers. This year, though, with television ratings for the NFL in serious decline, it remains to be seen if the Super Bowl will continue to attract automakers’ advertising dollars, marks, pounds, lira, yen, yuan, and won. (Read More…)

By on October 22, 2016

Eleanor Mondale

It’s morning in America. Just before noon Eastern Time, actually.

If decades of Gallup polling is correct, and we’re inclined to believe it is, car salespeople and members of Congress have among the lowest reputations of any profession in the U.S. Surprised? Not likely. It’s probably why you never see politicians in car commercials, even if they’ll gladly lend their name to products like Pepsi and Viagra. We’re looking at you, Bob Dole.

That doesn’t mean the two worlds never mix. (Read More…)

By on October 12, 2016

BMW Films

Before Twitter and Facebook and all that other social media crap that complicates your life, BMW was hiring legendary (or noted) filmmakers to shoot a series of eight 10-minute short films.

The directors instilled their years of experience into the plot and cinematography of each spot, with big-name actors brought on for flashy star power. Perhaps the last time Madonna was relevant was in one of these flicks. (It was directed by Guy Ritchie — when he was last relevant, too. —Mark) And all of this happened before YouTube! Can you believe how much you’ve aged?

Well, BMW Films is back, and it’s packing a Brit. (Read More…)

By on October 9, 2016

General Motors Centre

General Motors may have committed to its Oshawa assembly facilities, but it’s a different story for the city’s main arena.

General Motors Centre, a 10-year-old facility in Oshawa, will see its name change after another company secured naming rights.

According to DurhamRegion.com, the arena will be renamed Tribute Communities Centre on November 1st.

(Read More…)

By on September 26, 2016

Audi RS7 ad

To disenfranchised voters, sitting through the first of the presidential debates tonight will be akin to laying back in a 19th century dentist’s chair. Open wide.

Politics (mostly) aside, Audi saw the potential viewership and wasn’t about to let a TV audience of that size pass it by. In its new spot for the Audi RS7, the automaker stages a John Woo-worthy valet battle that should provide some viewer relief. (Read More…)

By on September 3, 2016

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The seaside city-state of Monaco is no stranger to yachts, but in late 1973 an American barge powered by a smog-strangled V8 appeared on its shores.

Chrysler Corporation was on site to film a TV commercial for the new full-size Dodge Monaco, a conservatively styled model with terrible timing. The model’s name evoked glamour and elegance, and the automaker hoped some of the glitz would rub off on the redesigned ’74 full-sizer.

There was another reason for the location shoot. A very special guest would appear in the ad — Princess Grace of Monaco (formerly American actress Grace Kelly). And the princess would help sell the car, whether she wanted to or not. (Read More…)

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