#Advertising

Yes, things have changed in the world of trucks. Selling Chevrolet pickups was once a simple task, requiring little more sophistication than the average locker room put-down. In this now-bygone time, spokesmen for Chevy trucks were football players, and advertisements either showed a Silverado busting some dirt, or a Ford owner flitting about like Ryan Seacrest at a Justin Bieber concert. Overt, in-your-face masculinity was the currency of this era in truck advertising… until Dodge went and ruined it all by raising macho truck-ad values to the level of the absurd with its laughable “My Tank Is Full” spots (to be fair though, the paradigm was collapsing under its own weight anyway).

All of a sudden, an earnest repetition of hard-working, masculine values alone just wouldn’t cut it in the world of truck advertising anymore. What truck ads needed was a little bit of irony. Some humor to go with all the horsepower numbers, the celebrations of rugged durability, and yes, even the childish put-downs of the competition. So Chevy watched a lot of “Old Spice Guy” ads, hired some comedians and made it happen… with hilarious results.

Well, there’s nothing quite like being wrong, is there? Exactly a week ago I registered my (somewhat hesitant) support for Chevy’s new tagline, “Chevy Runs Deep,” and though I still believe that the tagline itself is better than anything else GM’s marketers have dreamed up in a while, I probably should have waited for the brand’s ads to come up out before weighing in. After all, any good (or good enough) idea is only as good as its execution… and these ads really don’t seem to move the game past some of Chevrolet’s previous cornball ad efforts. The main ad in the series (above) is as bland as an Impala’s interior, and does nothing to inspire respect for Chevy in contemporary (read: post-bailout) terms. Can “the strength of the nation” be found in every Chevrolet? If so, does that strength refer to something other than the government money that kept Chevrolet from the scrapheap of history? Instead of inspiring a bold approach, it seems that the “Don’t call it Chevy” moment simply pushed Chevy’s advertising back into gauzy pseudo-patriotism of its recent past. But don’t take it from me… hit the jump for a sampling of the latest Chevy Runs Deep ads.

This is America man… you can have your electric car and your freedom too.

There’s no doubt about it, the Chevy Volt sounds best when you’re just selling the concept. And no wonder: the concept came was born of Bob Lutz’s unique insight into the American psychology… not to mention a psychologically-charged desire to rub the Prius’s nose in some mud. But what nobody seems to be pointing out is the fact that the flip side of being “all things to all people” is fundamental compromise. And in the case of the Volt, the risk is that it won’t be as good of an electric car as the Leaf and it won’t be as good of a gas-powered car as any other hybrid. If GM’s pitch that Volt equals EV plus Freedom doesn’t take, the car will go nowhere fast… so how does the first attempt strike you?

As surveys go, the Morpace Omnibus Study [ full results in PDF here] isn’t perfect. But even though it’s based on only 1,000 online respondents, it’s chock full of provocative insights. Of course Automotive News [sub] misses the best one, in its haste to trumpet the headline

Buyers usually don’t consider loyalty when choosing dealershipsFine, that pulls uniques out of the dealership bullpen. The real news: when asked to rate how “influential” different media sources are on their “likelihood to visit a dealership,” respondents gave the category “magazines” the weakest scores. A mere three percent rated magazines as the top rating “high influence,” the lowest such number in the survey. A whopping 32 percent gave it the lowest “low influence” rating, the highest result in the test. And all this from a sample in which only six in one thousand rated “an effective marketing/advertising campaign” as the most influential factor in their dealership selection process, while giving top marks to “best deal offerings” (40%), “positive prior experience” (20%) and “referrals from family and friends (10%). But here’s the twist: respondents were asked to assume they already had a brand and model in mind. The plot thickens…

I had the pleasure of spending part of a dinner at last week’s Volt press launch chatting with GM’s marketing honcho Joel Ewanick, better known for his work as “marketer of the year” at Hyundai. Ewanick’s a confident, engaging guy, and when the “Don’t Call It Chevy” mini-embroglio came up over desert, his eyes took on a mischievous twinkle. As other GM communications and PR staff recounted their stories of the 24-hour madness that followed the release of a memo which indicated that the term “Chevy” was no longer a welcome marketing feature, it became clear that neither Ewanick nor any of his staff had any regrets about accidentally launching a full-blown public debate over the value of the term Chevy. The very debate, it seems, reconnected the brand that had tried everything marketing-wise with its hidden core: consumers care enough about Chevrolet to have a popular and affectionate nickname for it. And what started as an unnecessary PR blunder seems to have given birth to Chevrolet’s newest marketing tagline: Chevy Runs Deep. Or, as Chevy’s ad man Jeff Goodby puts it

It’s such a deep, wide, connected brand in America. All things being equal, Americans want to buy Chevys. And we have to put them in that position

Speaking of confused advertising directions, BMW and its US-market ad agency GSD&M Idea City have parted ways according to Automotive News [sub]. GSD&M was responsible for the poorly-received “Joy” campaign, which BMW had adopted as a global campaign. And according to the report, BMW didn’t call off the relationship. The ad team pulled the plug because

Relationships are no longer strong with the marketing team, particularly in the wake of [BMW USA marketing boss Jack] Pitney’s death; the agency wasn’t making enough money on the account; and there wasn’t an opportunity to do the kind of work the agency had hoped to undertake.

Here’s hoping a new team helps BMW get its advertising mojo back. With Cadillac’s CTS-V going after the German sports sedan jugular with one of the best ads of the year, and luxury competition heating up in the US market, this is not a moment to get caught napping.

Reaction to recently-released images of the updated Dodge Journey interior has been varied, but if there’s a consensus, it’s that improvement is undeniable, but that Dodge will need to update more than the interior in order to make the Journey truly competitive. And that’s the diplomatic way of putting it. One reader even wrote in (in the spirit of International Caps Lock Day) to say

I OWN A 2009 DODGE JOURNEY AND IT IS THE BIGGEST PIECE OF CRAP I HAVE EVER OWNED DODGE SHOULD BE ASHAMED TO SELL THIS KIND OF CRAP TO HARD WORKING AMERICANS I WISH I COULD DRIVE IT RIGHT THOUGH THE SHOW ROOM.

Point taken: the Journey needs to be improved. So why is Dodge selling the (as yet unimproved) crossover as “World’s Best Vehicle(?)” Sure, they’re trying to be cleverly ironic, but doesn’t it just highlight the fact that you’d need to be cross-shopping a bare metal armored car in order to think highly of the Journey? On the other hand, we’re not exactly sure how we’d sell the benighted Journey ourselves. Hit the jump for more questionable (or not?) cross-shopping, courtesy of Dodge’s too-cool-for-reality Mad Men.

A few days ago I wrote about Ralph Nader asking Toyota to break down their somewhat suspect figure of “$1,000,000 every hour” on safety. Well, quite surprisingly, Toyota answered back.

Part three in our ongoing series features Honda’s Odyssey, and makes “hipper than thou” minivan marketing an official trend (remember kids,…

Toyota has been taken to task quite a few times over the past few months. But now it’s time for Ralph Nader to take his pot shot at them. Why so late?

Ralph Nader is no stranger to calling car companies out on their safety. He took GM to task over the safety of the Corvair. Claims which the NHTSA and Texas A&M University studied and dismissed, but were backed up by John DeLorean. But now Mr Nader has Toyota in his crosshairs.

TTAC’s long been used to playing the “heel” of the auto journalism world, and sure enough, our skeptical approach to the Chevy Volt is already renewing accusations that TTAC “hates GM.” For the record, this accusation doesn’t fly. We have the tendency to obsess on GM because that company’s rise and fall is the most compelling story in the automotive world. To read GM’s history is to watch a person claw their way up a cliff by his bootstraps, and upon reaching the top, spend the next several decades strangling himself with the very same bootstraps. I challenge anyone who is interested in the world of cars to look away from that.

In any case, our Volt coverage has focused thus far on dispelling myths, so in the interest of seeking the truth everywhere, I thought we should take a moment to make a few Volt myths of our own. After all, despite planning to build only “10-15k” Volts next year and 60k in 2012, Automotive News [sub] says

Chevrolet is taking its message to a mass-market audience with television commercials during World Series broadcasts.

And even though my personal and professional obligations to the truth make me the worst marketing candidate ever, I may just have an idea of where to start…

What does the line “It’s More Car Than Electric!” mean? Beats us, but apparently it’s supposed to make you want to buy a Chevrolet Vo…

It’s not that the ad itself fails to mention the car it’s actually promoting, namely the Subaru Legacy. After all, if Subaru wants to entertain enthusiasts without actually indulging in the kind of gauzy praise they lampoon so effectively here, that’s fine by us. No, the only problem with the whole “2011 Mediocrity” campaign is that Subaru’s own Tribeca was clearly styled by the very designers they mock in this spot. And in this day and age, bland, uninspired crossovers are at least as lampoonable a cliche as the bland, uninspired sedans that Subaru slams (and which earned Toyota the cash for a 16.5% stake in Subaru’s parent company). Still, this is a ballsy move for a brand that is already growing like gangbusters in the US, and it shows just how far off the mark Volkswagen’s current attempt at US market growth is likely to be.

The first 9/10ths of this strange Nissan Juke spot is the typical youth-oriented car commercial: much sound and hipness, signifying nothing. Which is probabl…

Over the last 24 months, the Mercedes R-Class has motivated a mere 6,469 Americans to plunk down $50k+ for a Mercedes-badged non-minivan. Now that it’s received a much-needed facelift that removes most of the slug-inspired design cues, will it sell any better? From the ash heap of history, the Chrysler Pacifica has recorded a “no” vote. What say you?