A woman and her horse: the pairing that GM hopes will persuade female consumers to consider the Chevrolet line of trucks. At a time when truck ads are pushing masculinity to absurd heights, it’s a bold move. Even so, it’s a fundamentally conservative approach to a difficult marketing problem.
Haven’t you heard the exciting news? There’s a new Corvette out this year! Cadillac is building convertibles again! The VW Vanagon has a water-cooled engine! Oldsmobile is offering some kind of voice warning doohickey and the FIRENZA HAS NEW TRIM OPTIONS!1!!11! All with interest rates hovering just under 13%! It’s 1984, and I just can’t wait to check out the goods at the auto show.
An imposing, expensive log home dominates a clearing, reclaimed from the rugged pine-infested wilderness that surrounds it. Smoke rises from the chimney, overlaying the picturesque mountain peak in the background. In front of the home, a man leans over the open engine bay of his obviously new truck. The chrome gleams, despite the trail mud artistically bespattered on the sides. As the camera zooms in, he looks up from the engine bay and smiles. His tousled hair, unshaven stubble, and harmonious blend of over-25-under-40 facial features comport well alongside his worn cowboy boots, perfectly soiled jeans and carefully rumpled flannel shirt. He wipes his hands with a rag, looks back at the house for just a moment, and then turns to the camera.
You’ve probably seen the video that Volvo produced with actor and martial artist Jean Claude Van Damme performing one of his famous splits, while perched on the side mirrors of two Volvo semi trucks demonstrating Volvo Trucks’ “Dynamic Steering”. The video quickly went viral in the automotive and general worlds, with millions of people seeing it in the first few days after release. Now some Swedes are wondering if the timing of the video’s release was calculated to deflect attention from layoffs at the truck maker. Right around the same time that the video was going viral, it was announced that 380 temporary workers will be laid off from Volvo’s plant in Umeå, while another 100 jobs will be lost at Volvo Powertrain in Skövde . (Read More…)
A herd of automotive journalists get led off into a dark room filled with oversized furniture and cheap snacks.
It is where the ritual slaughter of truth takes place. A screen bigger than Wilt Chamberlain’s …. flashes in front of them as discordant music pulses and the beautiful people beam out their irrational exuberance of owning the upcoming 2014 model.
The actors and actresses on the screen are all young, sexy, virile, obscenely joyful, and about as genuine as a thirty-three dollar bill. Which is A-OK for me. Because after the fifteen minutes of corporate infomercials filled with empty code words such as “Value”, “Best In Class”, and “Award Winning”, the head honcho of the press junket let’s me, and everyone else, off the hook with the biggest lie in the car business.
“We believe our core audience will be young people in their 20’s and 30’s.”
If you get your automotive news online you’re probably familiar with the new ad campaign for the [car brand name] [vehicle name] starring [famous comedian] in his character, [fictional newscaster], from [hit movie name], the sequel to which will be released later this year.
In a rather promotional feeling interview with Bloomberg, comedian and noted car collector Jerry Seinfeld discusses his growing relationship with Honda Motor’s Acura brand. Last year’s Super Bowl featured an ad for the upcoming revival of the NSX sports car scripted by Seinfeld himself, with a cameo from Jay Leno, riffing off of the two comics’ reputation as serious collectors. More recently Acura has become the sole sponsor of Seinfelds popular “Comedians in Cars Getting Coffee” webcasts. Jerry told the news agency that in general he’s not a fan of car advertising.
“How about safety, in these days of women drivers and crowded traffic? Did you ever see an emergency brake applied with a touch of one finger that will stop a car without shock at full speed – surely – smoothly – safely. Try the Liberty emergency – and try it where life might depend on its action.“
At first my reaction was “women drivers”? (Read More…)
When was the last time you saw a major car company do something silly in a commercial? No, not like that Lincoln ad made from Tweets curated by Jimmy Fallon, I mean something deliberately silly. There may be more recent ones but Isuzu’s “Joe Isuzu” ad campaign is the most recent one that I can think of and that was so long ago that when young people see Joe’s I-Mark ads on YouTube they must ask, “Isuzu sold cars? I thought they just sold trucks ” (Read More…)
It wasn’t that many decades ago that imported cars— any imported cars— were considered fairly exotic. I’ve dredged up memories of some very funny 1980 Aamco ads that deal with that subject, and the internet has obliged by providing those very ads for us! (Read More…)