Filed under: Marketing/Advertising, Chrysler, LLC., Daimler, Dodge
Chrysler: Dr. Z is here to stay
Chrysler confirmed Wednesday that the controversial "Ask Dr. Z" ad campaign will continue through the end of the year. Steve Miller of Brandweek reports that the current TV and radio spots, which haven't exactly received widespread acclaim, will continue at least through September 5, after which the camapign moves into a new phase. According to a Chrysler marketing communications representative, "Dr. Z could be used to promote some of our upcoming products, like the Aspen and the Nitro."The $100 million campaign, which also covers the Chrysler Group's "Dream Car Sweepstakes" giveaway, has been criticized for its largely unsuccessful attempt to turn one of the auto industry's most respected executives into a standup comedian and comic book character.
Meanwhile, Chrysler Group sales remain on life-support.
[Source: Brandweek]
_opt_thumbnail.jpg)
Reader Comments (Page 1 of 2)
Presto 4:08PM (8/17/2006)
Americans like German cars and german beer, not German CEOs.
Reply
rwdmtparkingonly 4:33PM (8/17/2006)
Fo' shizzle dizzle, what happened to Lee Iaccocizzle and Snoop D O double Gizzle? Advertising people think that annoying ads can be really effective, especially compared to clever ads that don't create strong brand recognition, so they're probably discounting the fact that these commercials make me throw up in my mouth.
Some buyers, especially of Dodge products, might be turned of by the foreign connection that Dr. Z creates, but not as much as if it was an Asian company president. Also, the German connection might help with quality and prestige perceptions.
Reply
Miyoshi 4:53PM (8/17/2006)
I prefer the two redneck HEMI guys over Dr. Z.
Reply
Fabulo 5:09PM (8/17/2006)
I think Dr Z is cool. It's his writers that suck. The guy has all needed to be funny: out of this world moustache and out of this country's accent.
Maybe they should have dressed him like the VW jetta prejudice police dude, leather shorts, suspenders and green felt hat w/feathers.
In any case, commercials don't sell cars. They remind you of the existence of the brand. As long as you remember the Chrysler group, you are good.
Also, I guess I don't watch enough TV to actually be bothered by Dr Z.
Reply
ger3sf 5:16PM (8/17/2006)
The Geico gecko is more entertaining...
Reply
djSyndrome 5:25PM (8/17/2006)
"but not as much as if it was an Asian company president."
Let's see here:
Dr. Z: wife throws party, gets kids drunk and stupid.
Toyota chairman: gropes 40-something assistant, is shocked when she goes public with the allegations.
Yeah, I think Dr. Z is going to be just fine.
Reply
JSFORBES 5:25PM (8/17/2006)
They need to grab the people who did the Fit ads.
"The Fit is GO!"
Reply
Peter 5:27PM (8/17/2006)
My friends and I enjoy the Dr. Z commercials. We find the dry humor to be refreshing. The redneck HEMI guys, however, can DIAF as far as we're concerned.
Reply
Mike 5:33PM (8/17/2006)
Those Dr Z commercials are absolutely horrible. The least they could do is hire some good writers to make the commercials a little funny.
Reply
AnonymousInsights 5:38PM (8/17/2006)
....like we enjoy this crude reminder in our living rooms that our #3 auto institution was chopped up and devoured by the Germans. I guess it could've been worse and could've been the French....altho the guttural noises eminating from Dr.Z's face make 'concentration' difficult.
Reply
Mal Fuller 6:38PM (8/17/2006)
Dr. Z is positively annoying. When he asserts that Daimler-Chrysler invented the minivan it makes me wonder what vehicle it was that Chrysler Corporation introduced for the 1984 model year. Who introduced the first Mercedes Benz, Walter P. Chrysler? No wonder Mrs. Z prefers the company of ossified teenagers!
Reply
Stoneman 7:49PM (8/17/2006)
Dr. Z is a drunken jackass. I would love to see him in Saw III.
Stoneman
http://www.stonemanautoreview.com
Reply
dakota 8:33PM (8/17/2006)
"Dr. Z is a drunken jackass"
Except he makes more money than anyone on this site, actually has an higher education, unlike some on here who couldn't make it past the 4th grade.
Reply
Cheezedog420 9:10PM (8/17/2006)
I compleatly understand what DCI is doing, but I can't even look at Dr.Z without thinking Evil Jerk with a point to be told in broken english.
In one ad, after reading a letter from a potentialy happy customer question of german technology in Chrysler products, he shows up at happy customer's door, procendes to take apart the rear suspention of said customers 300C, dumps said assembly on his lawn as he finishes delievering his German sales pitch, and then leaves. Like WTF, How is your now shell shocked customer suppose to enjoy the product like that? I serriously hope he atleast left all the hand tools so the poor bastard can try to get his car back together. And what about the poor guys lawn? Its now got a 1x5 rear suspention mark on it. Is that suppose to be your enviromental statement in action?
Seriously, If you don't want a visit from Dr.Z, don't buy any Chrysler products. He will forrage through your minivan, (supposidly looking for a lost quality trophy, but in actually be steal your kids lunch money. He crash your car into brickwall, while your in it. And he will kill the lawn Gnome on your front lawn to prove his point.
And here Im thinking... this guy is one dirty mother F***er, and he won't stop till he put sugar in all our gas tanks.... Please Stop Dr.Z's rain of terror! He is here to scare little children and make all Germans look like space aliens with technology fixation. Don't buy Chrysler products till they pull this guy away from the eye of the American public.
Reply
Mal Fuller 11:05PM (8/17/2006)
" Please Stop Dr.Z's rain of terror!", pleads Cheezedog420. Gee Mr. Cheezedog420, can Dr. Z make it rain a lot too?
Try reign of terror!
Reply
Jason 11:24PM (8/17/2006)
I kinda like Dr. Z commercials... not great, but better than your usual run of the mill car commercials...
Reply
Edmund Dantes 7:51AM (8/18/2006)
Whatever one may think of this ad campaign, it's still quite a bit better than when Buick rolled out the Harley Earl ads 25 years after his death.
Reply
Richard Warren 8:38AM (8/18/2006)
I like the Dr.Z commercials. I'd like to see them pump them up a little though.
Lets put Dr.Z in some Lederhosen, doing a slap dance with the othe car makers slapping the shit out of them.
Then cooling off with great German beer with a large busted beer garden hostess sitting on his lap, wiping the foam off his moustache with a swipe of the hand and saying with that great accent.
"Showed those boys how it's done, remember,buy responsibly, buy Chrysler. Weidersein."
Beats the shit out of a Toby Keith commercial. Hey! there is an idea a slap dance slapping the shit out of Toby. I like it!
Reply
Dennis 11:14AM (8/18/2006)
Once again, the nay-sayers are trying to slam an excellent ad campaign. What will the Japanese, who are still using Chrysler 1990's Cab-Forward Technology and styling do to counter? More of the same arrogant ads showing their vehicles taking a turn at 60 mph (something any vehicle can do)?
Reply
GhostDoggy 8:07AM (8/19/2006)
I'd rather see Terry Tate, Office Linebackers tackling some consumers in non-Dodge dealerships for not buying a Dodge. Anyone remember the Terry Tate Office Linebacker commercial?
Reply