Why do some advertisers treat people as if we had no brains? One example of misplaced messaging is GM and Chrysler’s recent ads assuring people people about their business. Duh! You have to live in a cave to not know that these companies are in big trouble. Plus, don’t we all realize that “employee pricing” is a joke; it’s code for “we have a lot of inventory to move so we’re really cutting prices.”
This new Chrysler “assurance” spot even goes so far to end with this tag line: “At Chrylser the future is not only bright it’s electric.” Oh puleeeze. We know you’re future isn’t bright, even with Fiat.
Ad Age’s Jonah Bloom wrote a great editorial on how these auto companies are mis-spendng millions on the wrong message.
Ads for assurance programs may seem soothing and may even increase foot traffic to some degree, but they strike us as pointless and the consumer as completely out of touch with reality. For instance, how can Saturn promise to make your car payments for up to four months when the brand itself is slated for disposal?…So however well those ads may be executed…they ring false.”
Bloom suggests, instead that these auto makers promote “deals of a lifetime” and use plain English to do so.
Excellent advice.
