Autoblog http://www.autoblog.com Autoblog http://www.blogsmithmedia.com/www.autoblog.com/media/feedlogo.gif Autoblog http://www.autoblog.com en-us Copyright 2013 Weblogs, Inc. The contents of this feed are available for non-commercial use only. Blogsmith http://www.blogsmith.com/<![CDATA[AdSpotting: No Joy in Bimmerville]]>http://www.autoblog.com/2012/02/16/adspotting-no-joy-in-bimmerville/http://www.autoblog.com/2012/02/16/adspotting-no-joy-in-bimmerville/http://www.autoblog.com/2012/02/16/adspotting-no-joy-in-bimmerville/#commentsFiled under: , , , ,



Company: BMW of North America

Medium: TV and the Internet

Ad Agency: Kirschenbaum, Bond, Senecal + Partners

Product: 2012 BMW 3 Series

Campaign: "The Ultimate Driving Machine"

What We Like: There is no joy in Bimmerville. Not any more. In truth, BMW has not really been advertising "Joy of Driving," or "Joy" anything, for about a year. It had already returned to using the world's best ad slogan, "The Ultimate Driving Machine," after many months of defending "Joy," as well as some executive changes. But a new ad effort for the all-new 3 Series puts UDM center stage again in a way that underscores the company's commitment to an ad slogan everyone seems to love.

There are six video shorts running mostly on the web, but also as TV ads. In fact, one of the shorts, touting the car's system that reads email aloud to the driver, ran as a local ad during the Super Bowl. Each "short" ad, which focuses on a single feature of the car, ends with a hunky-sounding voiceover asserting with no doubt in his voice: "We only make one thing. The Ultimate Driving Machine."

BMW has a raft of new products coming this year and next, as well as rolling out two complex platforms of technology - EfficientDynamics and BMW ConnectDrive. It seems like a good idea to spotlight one product benefit per ad the way this campaign does, and have each play off a few bigger TV ads for the 3 Series that focus on the image of the whole car, and its reputation as the best sports sedan in the world.

What We Don't Like: The focus on individual features like a heated steering wheel, adjustable seats or emails read aloud in the car seems more Volkswagen than BMW. The voiceover sounds like he drinks whiskey, but the overall feel of the ads and the focus on "fun features" feels more Brandy Alexander.

We note that Cadillac advertised its soon-to-be launched ATS sedan during the Super Bowl, and referred to the 3 Series as "The best in the world." We are looking for more ads from BMW's new ad agency that have some guts, majesty and the faint aroma of burning rubber and brake dust.

Strategy: BMW seems to shy away form the guts, grit and red-blooded desire for a great driving machine that is the heart of its brand image. Yeah, yeah... we know... women are looking for a more approachable BMW. Married men need for their wives to bless the Bimmer purchase. And this collection of video shorts is a step in the right direction. A 30-second ad that shows us the 3 Series zipping around city streets and hairpin turns is even a bigger step as the TV spot also spotlights the 3's surprising 36 mpg highway few economy. We'd still like to see BMW guts and glory show a nit more often.

Grade: A-

Watch the ads after the jump and give them your own grade below.

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Continue reading AdSpotting: No Joy in Bimmerville

AdSpotting: No Joy in Bimmerville originally appeared on Autoblog on Thu, 16 Feb 2012 16:46:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>2012 bmw 3 series3 seriesadspottingbmwThu, 16 Feb 2012 16:46:00 EST http://www.autoblog.com/feed/20172975/article-comments.xml http://www.autoblog.com/feed/2012/02/16/adspotting-no-joy-in-bimmerville/20172975/article-detail.xml 20172975 http://www.blogcdn.com/www.autoblog.com/media/2012/02/bmw-3-series-close-call_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2012/02/bmw-3-series-close-call.jpg <![CDATA[AdSpotting Super Bowl Edition: Grading the Ads]]>http://www.autoblog.com/2012/02/06/adspotting-super-bowl-edition-grading-the-ads/http://www.autoblog.com/2012/02/06/adspotting-super-bowl-edition-grading-the-ads/http://www.autoblog.com/2012/02/06/adspotting-super-bowl-edition-grading-the-ads/#commentsFiled under:



Just like Super Bowl XLVI had to have a winner and a loser, so do the commercials. We've assembled every car commercial that aired during the big game after the jump, along with a poll allowing you to vote on your favorite.

To help you decide, we've graded the ads based on the opinions of our own AOL Autos Editor-in-Chief David Kiley. Having been marketing editor at BusinessWeek, an Adweek and Advertising Age columnist and reporter, and an ad executive at three agencies that worked on Mercedes-Benz, Mazda and Cadillac accounts, Kiley's judgment counts more than most in this sort of discussion.

Follow the jump to review our report card and vote for your favorite Super Bowl car commercial in our poll. The automakers are listening, so use your vote to tell them the ad you liked most, and just maybe you'll see more like it next year.

Continue reading AdSpotting Super Bowl Edition: Grading the Ads

AdSpotting Super Bowl Edition: Grading the Ads originally appeared on Autoblog on Mon, 06 Feb 2012 11:57:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>adspottingfeaturedpollsuper bowlsuper bowl adssuper bowl commercialsMon, 06 Feb 2012 11:57:00 EST http://www.autoblog.com/feed/20159830/article-comments.xml http://www.autoblog.com/feed/2012/02/06/adspotting-super-bowl-edition-grading-the-ads/20159830/article-detail.xml 20159830 http://www.blogcdn.com/www.autoblog.com/media/2012/02/nflsuperbowlspansb583.62e4978ac1204d73bddc9bcb67460ab9-opt_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2012/02/nflsuperbowlspansb583.62e4978ac1204d73bddc9bcb67460ab9-opt.jpg <![CDATA[AdSpotting: Toyota ready to kick off Camry campaign, are you?]]>http://www.autoblog.com/2011/10/17/adspotting-toyota-ready-to-kick-off-camry-campaign-are-you/http://www.autoblog.com/2011/10/17/adspotting-toyota-ready-to-kick-off-camry-campaign-are-you/http://www.autoblog.com/2011/10/17/adspotting-toyota-ready-to-kick-off-camry-campaign-are-you/#commentsFiled under: , , ,

2012 Toyota Camry ad

Company: Toyota Motor Sales, U.S.A.

Brand: Toyota

Medium: TV

Ad Agency: Saatchi & Saatchi, LA

Product: Toyota Camry

Campaign: It's Ready. Are You?

What We Like: What makes the Camry the right car for so many families is its overall competence in all aspects of everyday driving, and this advertisement does a good job of reminding consumers that the 2012 Camry has all the bells and whistles you could want while also managing to be safe (10 airbags) and efficient (43 miles per gallon for the hybrid).

There's a techy side to the ad, but it's not full of techno-babble and it comes across in an easy manner. Plus, the pooch at the end adds just the right amount of levity.

What We Don't Like: Not much. The ad hits all the major points Toyota wants to put into the minds of consumers, and does so in a clever way. As enthusiasts, we always love to see great driving footage and ad copy that focuses on the actual act of piloting a car, but that's really not what the Camry - and indeed most of this entire automotive segment - is all about.

Strategy: There isn't a single model that Toyota sells in the United States that's more crucial to its success than the mid-size Camry sedan. This car, along with the Corolla, is the machine that Toyota's stellar reputation for quality and reliability was built on.

Toyota needs to get the message out that the Camry is all new while also reminding everyone how great past Camry models have been for the car's intended segment, and it's hoping to do that with a campaign that stretches from radio and television to billboards and print media and straight on through to social networking. The company will also be putting on 125 events all around the country to put drivers in the seat of its latest Camry.

None of that even touches on all the bad press Toyota has gotten in the past few years for recalls and supposed safety concerns, and Toyota certainly wants to forget all about the dark days of its past. This campaign will look to put Toyota in a positive light again and the 2012 Camry is the car that will lead Toyota's hoped-for sales resurgence. For more on its overall strategy, hit the jump for a complete press release... but feel free to watch the video first.

Grade: A

Watch the ad after the jump and give it your own grade below.

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Continue reading AdSpotting: Toyota ready to kick off Camry campaign, are you?

AdSpotting: Toyota ready to kick off Camry campaign, are you? originally appeared on Autoblog on Mon, 17 Oct 2011 19:58:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>2012 toyota camryadspottingadvertisingcamryits ready are youtoyotaMon, 17 Oct 2011 19:58:00 EST http://www.autoblog.com/feed/20083754/article-comments.xml http://www.autoblog.com/feed/2011/10/17/adspotting-toyota-ready-to-kick-off-camry-campaign-are-you/20083754/article-detail.xml 20083754 http://www.blogcdn.com/www.autoblog.com/media/2011/10/toyota-camry-ad_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/10/toyota-camry-ad.jpg <![CDATA[AdSpotting: Jennifer Lopez and Fiat "Back To The Bronx"]]>http://www.autoblog.com/2011/10/11/adspotting-jennifer-lopez-and-fiat-back-to-the-bronx/http://www.autoblog.com/2011/10/11/adspotting-jennifer-lopez-and-fiat-back-to-the-bronx/http://www.autoblog.com/2011/10/11/adspotting-jennifer-lopez-and-fiat-back-to-the-bronx/#commentsFiled under: , , , , ,

J. Lo in the Fiat 500

Company: Fiat USA

Brand: Fiat

Medium: TV

Ad Agency: Doner, Southfield,MI

Product: Fiat 500C

Campaign: Life Is Best When Driven

What We Like: Technically, this is the first ad shot by Fiat with Jennifer Lopez. The first airing of the J. Lo/Fiat partnership was last month when the Italian automaker began running a cut-down version of a new Lopez video that features the 500. That video drew fire from some of the blogosphere. One wag actually said it was the worst car ad he had ever seen. Really? We don't think so. Fiat is chasing awareness, and fast. What better way than to link up with one of the hottest music, film and TV pop stars. The video and this ad don't get into the performance or experience of driving a 500C, but this is meant unabashedly to drive pure awareness, curiosity and conversation. Based on online search data and YouTube views, the strategy is working. Since Lopez has a big crossover audience among both Latinos and non-Latinos, she is also a pretty logical medium through which to attract people. Latinos are also arguably more aware of Fiat as a brand than U.S.A. drivers since the brand has long been distributed in South America. Fiat has for years retained the top spot in Brazil's auto market, which is among the world's fastest growing.

The ad features Lopez driving the 500C through the Bronx where she was born. It has a bit of the feel, in terms of the way it was shot, of the "Imported From Detroit" ads Chrysler is now running with gritty looking shots of Detroit.

What We Don't Like: The opening of the video has J. Lo saying, "Here... this is my world..." Lopez was born in the Bronx in 1969. And while we have no doubt that she has a soft spot for the Bronx, she has, according to online reports, been living in a gated house in Long Island and just recently bought an $18-million place in the Hamptons. These neighborhoods - pickup basketball games, break dancers, barbershops and graffiti - may be in the veins of Lopez, in her roots, but they aren't much a part of her life today. The closing scene of the ad with kids running after her car? What's up with that? How about pulling over and hanging out? She does get out of the car and hug a few kids in front of what we are led to believe might be the building in which she grew up.

We figure Lopez exerted script approval before shooting the ad, but we might have suggested writing more honest sounding prose - and maybe just a little something about the car - for her to say in the voiceover.

Strategy: Fiat has been out of the U.S. for 25 years, and is unknown to most U.S. car buyers - unless they are from or have spent a lot of time in Italy and Latin America - under the age of 40. The company is trying to get people talking about and recognizing Fiat. The company was slow to open its Fiat studios since launching last spring, so it is behind in meeting its U.S. sales target. With a high-profile media buy on the NFL, and getting 500s into rental fleets, it is trying to jumpstart its awareness.

The Fiat 500 has a lot of potential. The engine is a little under-powered, the backseat a bit cramped, and the fuel economy under-delivers a bit on expectations for a car this small. But the design of the car inside and out is just plain fun. And the 500C, the cabrio, is a blast to drive with the cloth roman-shade-style top retracted. Fiat did a nice job of preserving the elements of the 500 that make you feel like you are driving a cool little European car, which, of course, you are.

Grade: B+

Watch the ad after the jump and give it your own grade below.


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Continue reading AdSpotting: Jennifer Lopez and Fiat "Back To The Bronx"

AdSpotting: Jennifer Lopez and Fiat "Back To The Bronx" originally appeared on Autoblog on Tue, 11 Oct 2011 16:56:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>500500cad spottingadspottingdavid kileyfiatfiat adj loj. lojennifer lopezjlojlo fiatTue, 11 Oct 2011 16:56:00 EST http://www.autoblog.com/feed/20079056/article-comments.xml http://www.autoblog.com/feed/2011/10/11/adspotting-jennifer-lopez-and-fiat-back-to-the-bronx/20079056/article-detail.xml 20079056 http://www.blogcdn.com/www.autoblog.com/media/2011/10/jlo-fiat-500_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/10/jlo-fiat-500.jpg <![CDATA[AdSpotting: Toyota Yaris is a car, and apparently, not much else]]>http://www.autoblog.com/2011/09/23/adspotting-toyota-yaris-is-a-car-and-apparently-not-much-else/http://www.autoblog.com/2011/09/23/adspotting-toyota-yaris-is-a-car-and-apparently-not-much-else/http://www.autoblog.com/2011/09/23/adspotting-toyota-yaris-is-a-car-and-apparently-not-much-else/#commentsFiled under: , ,



Company: Toyota

Brand: Toyota

Medium: Online

Product: Toyota Yaris

Campaign: It's a car!

What We Like: Placing Michael Showalter in your ads earns automatic bonus points with us. These spots are pretty funny, and Showalter is the driving force behind the humor. Also, it's refreshing to see an automaker take a self-deprecating point of view from time to time.

What We Don't Like: We think Toyota is basically saying that the new Yaris is as simple of an automobile as you can find. The tounge-in-cheek humor is used to mask the fact that the Yaris isn't much more than an appliance on wheels.

Strategy: Toyota is really going out on a limb by using humor to highlight the fact that the new Yaris is a rather basic automobile. Still, the spots do manage to point out the fact that this vanilla machine has some solid features for its price point. Despite that fact, we're torn on this campaign. The spots themselves, which you can view after the jump, are hilarious but ultimately come across as spoof material put together by a competing automaker.

Grade: C (We're split, and this grade reflects our feelings. Showalter helped keep the grade from falling lower.)

Watch the videos after the jump and give it your own grade below. Also, if you use Chrome as your browser, you can head to Toyota.com/ItsACar for a more interactive experience.

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Continue reading AdSpotting: Toyota Yaris is a car, and apparently, not much else

AdSpotting: Toyota Yaris is a car, and apparently, not much else originally appeared on Autoblog on Fri, 23 Sep 2011 17:00:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>2012 toyota yaris2012 yarisadspottingits a carmichael showaltertoyotatoyota yarisvideoyarisyaris its a carFri, 23 Sep 2011 17:00:00 EST http://www.autoblog.com/feed/20050852/article-comments.xml http://www.autoblog.com/feed/2011/09/23/adspotting-toyota-yaris-is-a-car-and-apparently-not-much-else/20050852/article-detail.xml 20050852 http://www.blogcdn.com/www.autoblog.com/media/2011/09/yaris_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/09/yaris.jpg <![CDATA[AdSpotting: Audi recognizes true greatness in the new A8]]>http://www.autoblog.com/2011/09/22/adspotting-audi-recognizes-true-greatness-in-the-new-a8/http://www.autoblog.com/2011/09/22/adspotting-audi-recognizes-true-greatness-in-the-new-a8/http://www.autoblog.com/2011/09/22/adspotting-audi-recognizes-true-greatness-in-the-new-a8/#commentsFiled under: , ,

audi a8 true greatness

Company: Volkswagen

Brand: Audi

Medium: TV

Ad Agency: Venables Bell & Partners

Product: Audi A8

Campaign: The Best

What We Like: Audi believes its latest A8 is a truly great automobile, and it's running with this idea because it seems both Car and Driver and Road & Track agree. Rather than simply spouting off a list of why it may have earned recognition, Audi is tackling its perceived greatness in a humorous manner. The spots are short, funny and to the point. The message is that you'd have to be clueless not to see the greatness put forth by Audi in its A8.

What We Don't Like: While the greatness is certainly inherent in the brand new A8, it almost seems like Audi is screaming at you to notice it. Still, if that is our one minor quibble, these ads are in pretty good shape.

Strategy: The all-new Audi A8 is a great car, and it recently received Best Large Luxury Sedan accolades from both Car and Driver and Road & Track. The automaker's ad agency is taking those awards and running with them. True greatness, as is shown in the new A8, is something that should be instantly recognizable, and it seems those who fail to see it are simply clueless.

Grade: A- (the minus is because of the perceived shouting, but the overall humor wins out).

Watch the videos after the jump and give it your own grade below.

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Continue reading AdSpotting: Audi recognizes true greatness in the new A8

AdSpotting: Audi recognizes true greatness in the new A8 originally appeared on Autoblog on Thu, 22 Sep 2011 16:56:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>a8ad spottingadspottingadspotting audiaudiaudi a8audi adtrue greatnessvenables bell and partnersvideoThu, 22 Sep 2011 16:56:00 EST http://www.autoblog.com/feed/20049048/article-comments.xml http://www.autoblog.com/feed/2011/09/22/adspotting-audi-recognizes-true-greatness-in-the-new-a8/20049048/article-detail.xml 20049048 http://www.blogcdn.com/www.autoblog.com/media/2011/09/audi-a8-ad_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/09/audi-a8-ad.jpg <![CDATA[AdSpotting: Chevy trucks give the silent treatment]]>http://www.autoblog.com/2011/09/01/adspotting-chevy-trucks-give-the-silent-treatment/http://www.autoblog.com/2011/09/01/adspotting-chevy-trucks-give-the-silent-treatment/http://www.autoblog.com/2011/09/01/adspotting-chevy-trucks-give-the-silent-treatment/#commentsFiled under: , , , , ,

chevrolet tahoe duck hunting ad

Company: General Motors

Brand: Chevrolet

Medium: TV (The Outdoor Channel)

Ad Agency: Goody Silverstein & Partners

Product: Chevrolet Silverado, Chevrolet Tahoe

Campaign: Silverado Saturdays/The Official Truck

What We Like: GM is showing viewers how its trucks should be used with regards to recreational pursuits. Hunting and fishing are activities that suit the full-size Silverado and Tahoe, and the soft-spoken ads help create the feeling that you're there with the guys and gals who enjoy these sports. The other team member on these excursions? Your Chevy truck.

We also enjoy the fact that these ads aren't working too hard to get in your face or cram a message down your throat. Hunting and fishing are generally relaxing activities spent in quiet environments, and tone of the spots mirrors that perfectly. We can almost feel the damp morning air, and hear nature waking up around us as we prepare for the day.

What We Don't Like: Your author isn't much of a hunter, but that won't temper our opinion here. In fact, we're having trouble finding anything wrong with the spots besides the fact that the duck hunters place their decoys right next to a boat ramp.

Strategy: GM is going after a segment of the country that loves trucks and full-size SUVs. These ads air on The Outdoor Channel during a block of shows called Silverado Saturdays. Occasionally, the spots will also show up during other outdoor shows. The commercials show Chevrolet trucks being used in a manner that the viewer can relate to, and it's being done in a simple manner that manages to convey a subtly powerful message.

Grade: A

Watch the videos after the jump and give it your own grade below.

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*Update: Corrected Sundays to Saturdays.

Continue reading AdSpotting: Chevy trucks give the silent treatment

AdSpotting: Chevy trucks give the silent treatment originally appeared on Autoblog on Thu, 01 Sep 2011 15:01:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>ad spottingadspottingchevroletchevrolet silveradochevrolet tahoegeneral motorssilveradotahoeThu, 01 Sep 2011 15:01:00 EST http://www.autoblog.com/feed/20030816/article-comments.xml http://www.autoblog.com/feed/2011/09/01/adspotting-chevy-trucks-give-the-silent-treatment/20030816/article-detail.xml 20030816 http://www.blogcdn.com/www.autoblog.com/media/2011/08/chevrolet-tahoe-commercial_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/08/chevrolet-tahoe-commercial.jpg <![CDATA[AdSpotting: Kia and LMFAO introduce new Soul]]>http://www.autoblog.com/2011/08/26/adspotting-kia-and-lmfao-introduce-new-soul/http://www.autoblog.com/2011/08/26/adspotting-kia-and-lmfao-introduce-new-soul/http://www.autoblog.com/2011/08/26/adspotting-kia-and-lmfao-introduce-new-soul/#commentsFiled under: , , ,

kia hamstars share some soul

Company: Kia Motors America

Brand: Kia

Medium: TV, In-Cinema, Social Media

Ad Agency: David&Goliath

Product: 2012 Kia Soul

Campaign: "Share Some Soul"

What We Like: There's no denying that consumers associate the Hamstars with Kia and the Soul. Even if you came upon this commercial part of the way through and saw a giant dancing hamster in hip-hop gear, you'd know what was being shilled. Like previous Hamstar spots, the music here is undeniably catchy. The track by LMFAO is called Party Rock Anthem and recently enjoyed a six-week run atop the Billboard Top 100.

What We Don't Like: The overall concept is pushing further into the realm of ridiculous. Yes, we've already come to a place in our lives where we can accept dancing hamsters as successful spokesanimals. We can't, however, see them using their shuffling skills to end a futuristic war waged by vicious robots/warriors/aliens that are open to the idea of getting foot loose. Also, we already mentioned that the track is catchy, and that is a positive... but it's one that will turn into a negative over time.

Strategy: Kia is reaching out to the demographic it believes is most interested in the Soul. This spot will make its television debut during the upcoming MTV Video Music Awards (VMAs), where tweens, teens and college folk will soak it in just as they would the latest episode of The Jersey Shore. The song will resonate with the demographic, and David&Goliath believes those future or current car shoppers will associate it with the 2012 Kia Soul. Still, while we understand the agency wanting to push the Hamstars in a new direction, having them establish galactic harmony through dance is a bit much.

Grade: C

Watch the video after the jump and give it your own grade below.

View Poll

Continue reading AdSpotting: Kia and LMFAO introduce new Soul

AdSpotting: Kia and LMFAO introduce new Soul originally appeared on Autoblog on Fri, 26 Aug 2011 13:58:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>2012 kia soul2012 souladspottinghamstarhamstarshamsterskiakia soulshare some soulsoulvideoFri, 26 Aug 2011 13:58:00 EST http://www.autoblog.com/feed/20027721/article-comments.xml http://www.autoblog.com/feed/2011/08/26/adspotting-kia-and-lmfao-introduce-new-soul/20027721/article-detail.xml 20027721 http://www.blogcdn.com/www.autoblog.com/media/2011/08/share-some-soul---final_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/08/share-some-soul---final.jpg <![CDATA[AdSpotting: New Ram ads push horses as brand looks for growth]]>http://www.autoblog.com/2011/08/15/adspotting-new-ram-ads-push-horses-as-brand-looks-for-growth/http://www.autoblog.com/2011/08/15/adspotting-new-ram-ads-push-horses-as-brand-looks-for-growth/http://www.autoblog.com/2011/08/15/adspotting-new-ram-ads-push-horses-as-brand-looks-for-growth/#commentsFiled under: , , , ,



Company: Chrysler

Brand: Ram

Medium: TV

Ad Agency: The Richards Group, Dallas

Product: Ram Pickup

Campaign: "Code of the West"

What We Like: There is a lot of rational left-brain advertising in the auto sector these days, especially in the pickup truck category. Take Ford, which has fast-talking, urbane actor/comedian Dennis Leary rattling off all kinds of numbers about fuel economy, towing capacity, etc. A new Ram ad campaign, launched a few months ago, goes the other way, continuing to use cowboy actor Sam Elliott whose leathery vocal chords seem to ooze images of toughness, heroism and even nostalgia for the kind of old-school work ethic that built the frontier. Indeed, this whole campaign seems to point one's thinking and emotions toward Gary Cooper's code of honor in the film classic "High Noon," and uses sets and locales that were actually used for the HBO series "Deadwood."

The two new ads in the campaign, carrying the tagline "Guts. Glory. Ram," and revolving around a theme of "Code of the West," actually takes the cowboy imagery Chrysler is establishing and dials in a bit of left brain info: the fact that Ram gets 20 mpg with its V8 Hemi, and another TV spot for the Power Wagon that shows the pickup rock crawling.

The best overall ad campaign for trucks we ever saw was Chevy's "Like A Rock." It combined a great music track with emotionally driven imagery that set the stage for any left-brain messaging GM wanted to convey. It was signature creative in its day. This Ram effort fills a void vacated by Chevy - asserting the truck and an advertising story line that makes you want to option up your next Ram for the saddle leather upholstery (if you can afford it), and get the "Big Horn" belt-buckle.

What We Don't Like: The Power Wagon TV spot shows off the truck's rock crawling capability, and asserts that Ram is the only truck "off the line" that can do that. But the truck is just climbing up a mound of rocks... to what end? How about making the point by showing a story of why the truck has to crawl those rocks?

There is a line in the campaign, though not in these two new ads, that proclaims: "There is No Middle Ground." Call us over-analytical, but while we know this is an ad about a truck and maintaining standards of excellence, the "No Middle Ground" as an idea is going to lose currency very quickly as the whole country comes to realize that out economic survival depends on political leaders finding just that - some middle ground. We'd hate to see a scene from the campaign used by far right wingers to make a point about something that has nothing to do with trucks.

And hey... how about some real music attached to this campaign.

Strategy: It's not Dodge Ram any more. The company, under the direction of Fiat, has separated Dodge cars and crossovers from the truck business. So, it's just Ram now. Company executives point to a 26% increase in business this year as evidence that the strategy and campaign are working to drive traffic. Some future Ram products are going to be adapted from Fiat commercial vehicles, we think. It will be interesting to see how the company morphs this very compelling creative to support those vehicles, unless Sam Elliott remains Ram pickup exclusive. Then again, wouldn't it be cool to see spagetti western style ads? Paging Clint Eastwood.

Grade: B+

View Poll

Continue reading AdSpotting: New Ram ads push horses as brand looks for growth

AdSpotting: New Ram ads push horses as brand looks for growth originally appeared on Autoblog on Mon, 15 Aug 2011 14:57:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>adspottingdodgeramram advertisingram trucksMon, 15 Aug 2011 14:57:00 EST http://www.autoblog.com/feed/20017876/article-comments.xml http://www.autoblog.com/feed/2011/08/15/adspotting-new-ram-ads-push-horses-as-brand-looks-for-growth/20017876/article-detail.xml 20017876 http://www.blogcdn.com/www.autoblog.com/media/2011/08/ram-horses-commercial_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/08/ram-horses-commercial.jpg <![CDATA[AdSpotting: Prius goes funny... At Last]]>http://www.autoblog.com/2011/07/22/adspotting-prius-goes-funny-at-last/http://www.autoblog.com/2011/07/22/adspotting-prius-goes-funny-at-last/http://www.autoblog.com/2011/07/22/adspotting-prius-goes-funny-at-last/#commentsFiled under: , , , , ,

steve nash parking dance

Company: Toyota Motor Sales

Brand: Toyota

Medium: TV

Ad Agency: Saatchi and Saatchi

Product: Prius

Campaign:"What Happens After Practice"

What We Like: Going to back when Toyota launched its very amusing campaign for its Sienna "Swagger Wagon" TV ad and Youtube videos, the Japanese automaker has been looking for ways to engage consumers by not taking its very practical models so damn seriously. The Prius is an unabashed market success. It defines the hybrid segment. And it is the market leader in fuel economy. It does everything but run on actual crunchy granola in the gas tank. Prius ads do not need to play up the fact that they are super fuel efficient. Everyone knows. So, as we showed you a few days ago, turning to this approach of having NBA star Steve Nash talk about how driven he is, as if it was a Nike ad, is a creative homerun. His deadpan monologue about how competitive he is, talking about making constant adjustments and improvements to his game, while driving a Prius and finally edging out a grandma for a parking space is a way to stand out from the usual hybrid ad that merely screams the highway fuel economy rating. Gotta love Nash's trash-talk dance at the end too.

What We Don't Like: Tough one here. The agency nailed it.

Strategy: Prius has owned the hybrid market. But it is undeniable that Ford Fusion Hybrid and the Dearborn, MI automaker's coming C-Max all hybrid brand will begin to cut into Prius's perceived leadership. If there is a weakness in the Prius brand at all, it is that it is widely viewed as a car for celery eaters. Honestly, the current Prius is a bit bloodless to drive. Pumping some hemoglobin into it via clever advertising that doesn't take the car so deadly serious seems like a decent idea for a brand that is this mature.

Grade: A

Watch the video after the jump and give it your own grade below.

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Continue reading AdSpotting: Prius goes funny... At Last

AdSpotting: Prius goes funny... At Last originally appeared on Autoblog on Fri, 22 Jul 2011 19:00:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>adspottingdavid kileypriussteve nashsteve nash priustoyotatoyota prius commercialFri, 22 Jul 2011 19:00:00 EST http://www.autoblog.com/feed/19997944/article-comments.xml http://www.autoblog.com/feed/2011/07/22/adspotting-prius-goes-funny-at-last/19997944/article-detail.xml 19997944 http://www.blogcdn.com/www.autoblog.com/media/2011/07/steve-nash-dance_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/07/steve-nash-dance.jpg <![CDATA[AdSpotting: Kia "Joyride II" is warm, fuzzy and memorable]]>http://www.autoblog.com/2011/06/22/adspotting-kia-joyride-ii-is-warm-fuzzy-and-memorable/http://www.autoblog.com/2011/06/22/adspotting-kia-joyride-ii-is-warm-fuzzy-and-memorable/http://www.autoblog.com/2011/06/22/adspotting-kia-joyride-ii-is-warm-fuzzy-and-memorable/#commentsFiled under: , , , ,

Kia Joyride II
Kia Joyride II - Click above to watch the video after the break

Company: Kia Motors America

Brand: Kia

Medium: TV

Ad Agency: David & Goliath

Product: 2012 Kia Sorento

Campaign: "Joyride II"

What We Like: It's getting pretty hard to stand out. Seriously... another crossover? Kia has established a signature sound, look and feel for its ads. This ad, in fact, is a sequel to a TV ad that ran last year, and scored well with consumers. And anyone who knows anything about advertising will tell you that establishing a recognizable ad signature is very important if a brand wants to have an ongoing dialogue with car shoppers. Agency David & Goliath has done a really nice job the last two years of creating a presence on the airwaves for Kia. The ads are silly, of course. But they are fun to watch, and give you the idea that this is a premium outfitted vehicle with a decent interior and all the connectivity you really need. Lots of brands struggle with what they want to say and be. Kia is not one of them.

What We Don't Like: It's guilty pleasure, like actually opening the link of the kitten video one of your friends posted on Facebook.

Strategy: Over here! Over here! Notice me! Pay attention! When I come on the screen, pause and watch. Don't get a soda, or go to the john! Kia's vehicles have come a long way. The Optima, for example, is a huge surprise and for our money is actually better fitted out than its Korean cousin - the Hyundai Sonata. Kia's problems are two-fold: It still lags in third party quality rankings from outfits like J.D. Power and Associates, and it is not getting enough serious consideration from people who have decent credit scores.

Seriously, why else would you turn to hamsters and stuffed animals in commercials? It's to be remembered, and liked, especially by female buyers. After these ads run, online searches for Kia go up, and that's exactly the point of the exercise.

Grade: A-

Watch the commercial after the jump and give it your own grade below.

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Continue reading AdSpotting: Kia "Joyride II" is warm, fuzzy and memorable

AdSpotting: Kia "Joyride II" is warm, fuzzy and memorable originally appeared on Autoblog on Wed, 22 Jun 2011 18:58:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>adspottingdavid kileyfunny car commercialjoyridekiakia joyride iikia videokid adWed, 22 Jun 2011 18:58:00 EST http://www.autoblog.com/feed/19972864/article-comments.xml http://www.autoblog.com/feed/2011/06/22/adspotting-kia-joyride-ii-is-warm-fuzzy-and-memorable/19972864/article-detail.xml 19972864 http://www.blogcdn.com/www.autoblog.com/media/2011/06/kia-joyride-ii_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/06/kia-joyride-ii.jpg <![CDATA[AdSpotting: Lexus Declares Itself "Future-Proof"]]>http://www.autoblog.com/2011/06/17/ad-spotting-lexus-declares-itself-future-proof/http://www.autoblog.com/2011/06/17/ad-spotting-lexus-declares-itself-future-proof/http://www.autoblog.com/2011/06/17/ad-spotting-lexus-declares-itself-future-proof/#commentsFiled under: , , , , ,

Lexus Hybrid Future Proof ad
Lexus declares itself Future Proof - Click above to watch the video after the break

Company: Toyota Motor Sales

Brand: Lexus

Medium: TV

Ad Agency: Team One

Product: Lexus Brand

Campaign: "Engineering Amazing."

What We Like: There is a swagger in the ads, and a tone and creative quality that hearkens back to when Lexus was launching as a new luxury brand in 1989 and 90. Call us car geeks, but we like the stories of how Lexus had to invent new processes, like a 3D loom to weave carbon fiber that is strong enough for its intended purpose. Innovating plastic that can be recycled infinitely sounds pretty cool, too, though we would discourage the company from using the stuff over and over again in its interiors, some of which lately seem to look like they were designed at the Igloo Cooler company. The close of one ad just released, titled "A New Era of Lexus Innovation," finishes on the track, and gives the brand a youthful energy - not unimportant since the vast majority of Lexus buyers lately also reap AARP discounts. In "Wall," a Lexus LS crashes a wall of beakers and vials each holding a different "alternative" fuel, such as bio-diesel, algae, liquid hydrogen, and so on. Lexus makes the point that its Hybrid Drive technology will optimize any fuel system on the planet, and that its technology is "future-proof." That's swagger.

What We Don't Like: Lexus has a way of making its ads sound like the brand is the last word in innovation. We guess that's what they were shooting for. It is, after all, advertising. But it's hard not to react with a bit of a jaundiced eye when we stop to consider just how pointless the hybrid system actually is in big cars like the Lexus LS. The fuel economy gain is negligible, and at a lot of extra cost. Seriously, $112,250 for the LS600h, about $45K more than an LS460? Want to impress us? Start mating your bigger vehicles to a diesel engine, which would be far more appropriate to the vehicles than hybrids. Also, you could work on the plastics aesthetics on the lower-priced Lexus models.

Strategy: Lexus has a well-known age problem. The age of its buyers has crept consistently over 60, and it muffed its cycle plans by having too many new core models come out at the same time. Some of the vehicles are long in the tooth. This campaign is filled with tech, messages about sustainability, race-track footage. We aren't saying Toyota is trying to out the brand on roller skates, but it is clearly using story-telling techniques to give fresh life to its innovations. That's a good idea, and they should keep at it.

"This isn't just a campaign, it's a statement that, for Lexus, the best is yet to come," says Dave Nordstrom, vice president of marketing for Lexus. "It's not about simply making incremental strides and improvements, but about taking giant leaps in innovation." These ads and this approach is slated to run through January, so it is a major push to super-charge the way customers think of Lexus.

Grade: B+

Watch five of the commercials after the jump and give the campaign your own grade below.

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Continue reading AdSpotting: Lexus Declares Itself "Future-Proof"

AdSpotting: Lexus Declares Itself "Future-Proof" originally appeared on Autoblog on Fri, 17 Jun 2011 18:55:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>ad spottingadspottingdavid kileyengineering amazingfuture prooflexuslexus adlexus commercialtoyotaFri, 17 Jun 2011 18:55:00 EST http://www.autoblog.com/feed/19967003/article-comments.xml http://www.autoblog.com/feed/2011/06/17/ad-spotting-lexus-declares-itself-future-proof/19967003/article-detail.xml 19967003 http://www.blogcdn.com/www.autoblog.com/media/2011/06/lexus-future-proof_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/06/lexus-future-proof.jpg <![CDATA[Ad Spotting: VW Gets Serious About Pushing Diesel]]>http://www.autoblog.com/2011/05/19/ad-spotting-vw-gets-serious-about-pushing-diesel/http://www.autoblog.com/2011/05/19/ad-spotting-vw-gets-serious-about-pushing-diesel/http://www.autoblog.com/2011/05/19/ad-spotting-vw-gets-serious-about-pushing-diesel/#commentsFiled under: , , , ,

Volkswagen Jetta TDI Can I Drive ad
Volkswagen Jetta TDI "Can I Drive" - Click above to watch the video after the break

Company: Volkswagen of America

Medium: TV

Ad Agency: Deutsch/LA

Product: 2011 Jetta TDI

Campaign: "Can I Drive"

What We Like: That VW is putting some money behind marketing its clean diesel models. VW's sister company, Audi, has long been pushing its diesel offerings, while VW seemed to be mostly letting its enthusiast audience do word-of-mouth for the TDI line. The focus of this ad is on the fuel economy, 42 mpg on highway, which is simple, told through a brief story about a teenager who wants to take his turn driving.

What We Don't Like: Not much at all. We see the data point on 42 mpg, which is an eye-catcher. But maybe ad agency Deutsch could have dialed in an extra graphic or data point that shows how far one can drive on a full tank.

Strategy: Clean diesel is much misunderstood by the general consuming public, as well as 99 out of 100 legislators who, it seems, would rather be caught in a New Orleans hotel room with an escort than photographed promoting diesel cars. Hybrids, electrics and even hydrogen cars we will never drive? Members of Congress flock to those photo ops faster than they do a Wall Street hedge fund manager with his checkbook open. But diesel, their campaign managers, tell them doesn't sell. To hell with them. TDI vehicles rock, and get much better mpg than a Camry Hybrid.

This ad is squeaky clean and is as sparkly and wholesome as a hybrid ad. The 42-mpg figure is meant to get TV viewers to search on the car when they see it on TV. There, they will see several links to VW-created content before they get to a Car and Driver review of the car. They'll have to go a lot further into Google to find carping from anti-diesel bloggers or belly-aching from the uninformed who think if they gave a diesel car they will find themselves stranded in the middle of Idaho with no way to fuel up. Good job on the search-engine-optimization VW!

Grade: A -

Watch the commercial after the jump and give it your own grade below.

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Continue reading Ad Spotting: VW Gets Serious About Pushing Diesel

Ad Spotting: VW Gets Serious About Pushing Diesel originally appeared on Autoblog on Thu, 19 May 2011 16:58:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>2011 volkswagen jetta tdiadspottingdavid kileyjettajetta tditdivolkswagenThu, 19 May 2011 16:58:00 EST http://www.autoblog.com/feed/19944032/article-comments.xml http://www.autoblog.com/feed/2011/05/19/ad-spotting-vw-gets-serious-about-pushing-diesel/19944032/article-detail.xml 19944032 http://www.blogcdn.com/www.autoblog.com/media/2011/05/vw-jetta-tdi-can-i-drive_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/05/vw-jetta-tdi-can-i-drive.jpg <![CDATA[AdSpotting: BMW 5 Series "Refuel" reintroduces us to The Ultimate Driving Machine]]>http://www.autoblog.com/2011/04/29/adspotting-bmw-5-series-refuel-reintroduces-us-to-the-ultimat/http://www.autoblog.com/2011/04/29/adspotting-bmw-5-series-refuel-reintroduces-us-to-the-ultimat/http://www.autoblog.com/2011/04/29/adspotting-bmw-5-series-refuel-reintroduces-us-to-the-ultimat/#commentsFiled under: , , , , ,

BMW 5 Series Refuel ad

Company: BMWa

Brand: BMW

Medium: TV

Ad Agency: Grey West

Product: 2011 5 Series

Campaign: 5 Series "Refuel"

What We Like: The swagger is back at BMW. After more than a year of fooling around with "Joy" as a lead ad positioning, a new marketing team at the German automaker is re-emphasizing "The Ultimate Driving Machine" as the brand's central positioning. The 30-second ad contains what many BMW followers like - a fast car and a big plane. No, the plane, which looks to be a Boeing KC-135 Stratotanker, is not hovering so close to the 5 that it could fill the guy's coffee cup. But the CGI is good enough to pull off the visual trick.

What We Don't Like: Not much at all. Getting a story and message across in a 30-second TV ad is not easy. But BMW and this ad agency, Grey West, did a nice job of conveying a fuel efficiency story.

Strategy: BMW marketing chief Dan Creed, who took over at BMW North America a few months ago, is all about re-affirming "The Ultimate Driving Machine" as Bimmer's main message. At the New York Auto Show, he walked us to the front of BMW's stand to look at a giant rendering of the ad slogan, which dates back to the early 1970s. At last year's show, there was a giant banner that proclaimed "Joy of Driving." "We know there is a lot of joy in driving a BMW, but we are going to show it in pictures and film rather than say it," says Creed.

It's worth noting that as fun as this ad is, the message is about the 5 Series' fuel economy, not the horsepower. BMW is trying to broaden its message to be more inclusive of men and women, as well as tell its story about its investments in the South Carolina plant that produces X3 and X5. But Creed also wants the brand and the cars to show some leg when it comes to marketing and advertising. BMW remains an exciting brand, and a premiere stable of driving machines. That shouldn't be lost when telling the broader story.

BMW is kicking off a review for a new ad agency. It parted ways with Austin-based GSD&M late last year. New York-based Kirshenbaum Bond Senecal + Partners produced last February's Super Bowl ads. Grey West, which has handled BMW's retail and pre-owned advertising since 2008, produced the ad and will presumably get a crack at the whole enchilada.

Grade: A-

Watch the commercial after the jump and give it your own grade below.

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Continue reading AdSpotting: BMW 5 Series "Refuel" reintroduces us to The Ultimate Driving Machine

AdSpotting: BMW 5 Series "Refuel" reintroduces us to The Ultimate Driving Machine originally appeared on Autoblog on Fri, 29 Apr 2011 18:58:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>5 series5 series refueladspottingadvertisingbmwbmw addavid kileyfeaturedgrey westrefuelFri, 29 Apr 2011 18:58:00 EST http://www.autoblog.com/feed/19927973/article-comments.xml http://www.autoblog.com/feed/2011/04/29/adspotting-bmw-5-series-refuel-reintroduces-us-to-the-ultimat/19927973/article-detail.xml 19927973 http://www.blogcdn.com/www.autoblog.com/media/2011/04/bmw-5-series-refuel-ad_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/04/bmw-5-series-refuel-ad.jpg <![CDATA[AdSpotting: Jeep Compass "Bloodlines" has a steep hill to climb]]>http://www.autoblog.com/2011/04/08/ad-spotting-jeep-compass-bloodlines-has-a-steep-hill-to-climb/http://www.autoblog.com/2011/04/08/ad-spotting-jeep-compass-bloodlines-has-a-steep-hill-to-climb/http://www.autoblog.com/2011/04/08/ad-spotting-jeep-compass-bloodlines-has-a-steep-hill-to-climb/#commentsFiled under: , , ,

Jeep Compass Bloodlines ad
Jeep Compass Bloodlines ad - Click above to watch after the jump

Company: Chrysler LLC

Brand: Jeep

Medium: TV

Ad Agency: GlobalHue

Product: 2011 Jeep Compass

Campaign: Bloodlines

What We Like: The editing and look of the ad fits with the excellent Jeep Grand Cherokee ads that agency Wieden & Kennedy created last year. There is an urban feel to this TV spot that is probably fitting for a vehicle like Compass, which has not had much positive said or written about since it first hit showrooms in 2007. There is authority, emotion and value in the Jeep brand, and re-igniting that for consumers is a good idea.

What We Don't Like: Now for the bad news. For people who know Jeep and the Compass, not to mention the new Hawaii Five-O TV show, this ad has a lot of problems. For sure, the Compass has been much improved for the 2011 model year. We are not only impressed with what the new Chrysler team managed with a new interior and trim, but with how we were able to crawl snow-covered creek beds in Wyoming when we tested the new car. But the bones of this vehicle are highly suspect to the real Jeep fan and student of the brand. "Iconic beauty," reads the voiceover in the ad. "A legendary bloodline." To people who know something about the Compass, that is way, way, way over the top. There isn't anything in common between the Compass and the new Jeep Grand Cherokee, which is a terrific piece of work, except the logo and some talented, passionate engineers who did the best they could with the marginal vehicle they started with.

And in making the "Bloodlines" case... Laila Ali? Seriously? And actor Scott Caan? Not only are these two figures the barest shadows of their fathers (wait...maybe they do work for this ad), but in the only role Scott Caan is really known for (with respect to the reborn Oceans franchise, we're talking about the new Hawaii Five-O), he is completely linked to a Chevy Camaro, part of the product placement deal General Motors worked out, which has Chevrolet vehicles all over the show. In one recent show, both Caan and the bad guy were driving Camaros. And Caan's character, Danno, would never be caught driving a Compass.

Strategy: Play up the brand equity of the Jeep brand for all the products even if some of the current products don't measure up. We can see how the company and agency arrived at this idea. After all, they have to sell the Compass for another 16 months or so until an all-new vehicles come in to replace it. The Compass has had very little cred in the marketplace, especially with repeat Jeep buyers. This may be the only way to juice up sales a little for the rest of the time it is marketed. The new Compass is much improved, and should get a more serious look from would-be Subaru Legacy buyers. But the halo placed on this model is a bit too much for us.

Grade: C

Watch the commercial after the jump and give it your own grade below.

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Continue reading AdSpotting: Jeep Compass "Bloodlines" has a steep hill to climb

AdSpotting: Jeep Compass "Bloodlines" has a steep hill to climb originally appeared on Autoblog on Fri, 08 Apr 2011 16:58:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>2011 jeep compassadspottingbloodlinescompassjeepjeep bloodlinesjeep compass bloodlinesFri, 08 Apr 2011 16:58:00 EST http://www.autoblog.com/feed/19899838/article-comments.xml http://www.autoblog.com/feed/2011/04/08/ad-spotting-jeep-compass-bloodlines-has-a-steep-hill-to-climb/19899838/article-detail.xml 19899838 http://www.blogcdn.com/www.autoblog.com/media/2011/04/jeep-bloodlines-opt_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/04/jeep-bloodlines-opt.jpg <![CDATA[AdSpotting: Porsches For Everyday People]]>http://www.autoblog.com/2011/03/28/adspotting-porsches-for-everyday-people/http://www.autoblog.com/2011/03/28/adspotting-porsches-for-everyday-people/http://www.autoblog.com/2011/03/28/adspotting-porsches-for-everyday-people/#commentsFiled under: , ,

Porsche 911 as School Bus
Porsche's latest commercial - Click above to watch after the jump

Company: Porsche Cars North America

Brand: Porsche

Medium: TV

Ad Agency: Cramer/Krasselt, Chiacgo.

Product: 911, Cayman

Campaign: Engineered For Magic. Everyday.

What We Like: The soundtrack, and the depiction of people using their Porsche sports cars for everyday driving and living is a nice change of pace for the brand and the ad work. We especially like the scene of the 911 trudging through snow, which it does with great aplomb thanks to a superior all-wheel-drive system. Porsches are seen as indulgences for men mostly that are often kept in garages under tarps when the snow falls. I'm not sure I would ever load mulch into a Cayman, but we do like the idea of the kids getting picked up from school. The yellow paint job for that 911 was a lovely touch by the ad creatives.

What We Don't Like: Not too much, though there is a bit of the strategy showing. The economy is still about as zippy as a Smart Fortwo and there's much talk about the lines and definition of luxury changing to more value and sensibility, all of which makes this campaign seem a little defensive to us.

Strategy: Porsches is not as impractical as you think. They can be great in the snow. You can get enough mulch in one to fill one of those upside-down tomato growers that hangs on your condo patio. A 911 can carry two small kids in the backseat, provided they are not part of the national obesity problem. We think Porsches, especially the 911, are fabulous sets of wheels that anyone would be proud to own for maximum driving excitement and brand appeal. But practical? Not on your Nellie.

Grade: B+

Watch the commercial after the jump and give it your own grade below.

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Continue reading AdSpotting: Porsches For Everyday People

AdSpotting: Porsches For Everyday People originally appeared on Autoblog on Mon, 28 Mar 2011 19:27:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>911911 school busadspottingcaymancommercialfeaturedporscheporsche+911+commercialporsche+ad+2011porsche911commercialporschead2011porsches+for+everyday+peopleporschesforeverydaypeopleMon, 28 Mar 2011 19:27:00 EST http://www.autoblog.com/feed/19894240/article-comments.xml http://www.autoblog.com/feed/2011/03/28/adspotting-porsches-for-everyday-people/19894240/article-detail.xml 19894240 http://www.blogcdn.com/www.autoblog.com/media/2011/03/porsche-commercial-school-bus-911_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/03/porsche-commercial-school-bus-911.jpg <![CDATA[AdSpotting: Buick using March Madness to sell Regal Turbo]]>http://www.autoblog.com/2011/03/23/ad-spotting-buick-dials-up-turbo-for-march-madness/http://www.autoblog.com/2011/03/23/ad-spotting-buick-dials-up-turbo-for-march-madness/http://www.autoblog.com/2011/03/23/ad-spotting-buick-dials-up-turbo-for-march-madness/#commentsBuick Regal CXL Turbo commercial
Buick Regal CXL Turbo commercial - Click above to watch video

Company: General Motors

Brand: Buick

Medium: TV

Ad Agency: Leo Burnett

Product: Regal Turbo

Campaign: Regal Turbo/NCAA

What We Like: The cinematography of the Regal in this spot makes the car look even better than it does when it sits in your driveway. And if your TV or computer speakers are any good at all, the sound of the engine and the turbo comes through. This is a simple ad, and the simplest messages are generally the most effective. "Turbo. Buick. Turbo. Buick. Get used to the sound." We like that they are not loading us up with the car's stats, as well. You can always get that stuff online anyway. The ad pretty effectively says, "This car looks good, sounds good and, dude, has a turbo! Yeah, we know it's a brand that's normally associated with Fred Mertz, 'Mr. C' from Happy Days or pretty much any Junior High School principal. But, seriously, it's worth checking out." We agree.

What We Don't Like: The driver looks a little too much like Rocco DiSpirito, or a Men's Health metro-sexual, and that's just annoying. But we are pretty sure that was what the ad agency was going for. We say we like the ad's simplicity, but is it too simple? Is this going to keep the average bloke from leaving the couch to refill his beer or nutbowl during a commercial break in March Madness? Maybe there could have been more of a hook in the copy... or a female? Or maybe we are just looking for things to poke at because we have to.

Strategy: Oldsmobile is gone. Pontiac is gone. Saturn is gone. Hummer is gone. Saab is sold. Thank the Chinese for saving Buick. They see Buick as some sort of Cadillac-Mercedes hybrid. Go figure. General Motors sells more of the tri-shield vehicles in the land of the Great Wall than in the land of the Grand Canyon. GM is pitching Buick as "luxury," and says there is room for both Buick and Cadillac in the company's luxury play, that they appeal to different luxury buyers. We think Buick appeals to luxury buyers who have lost a lot of money in the market, and had to sell their stuff, including the Mercedes, to keep junior in Country Day School. But there is no denying that the LaCrosse, Regal and Enclave are vehicles we would not be ashamed to drive to the dance, the kid's soccer game, or poker night. But luxury? Wethinks Buick doth need to find another way to communicate what it stands for. Oh, by the way, thanks for the turbo.

Grade: B

Watch the commercial after the jump and give it your own grade below.

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Continue reading AdSpotting: Buick using March Madness to sell Regal Turbo

AdSpotting: Buick using March Madness to sell Regal Turbo originally appeared on Autoblog on Wed, 23 Mar 2011 15:32:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>2011 buick regaladspottingbuickfeaturedncaaregalregal turboWed, 23 Mar 2011 15:32:00 EST http://www.autoblog.com/feed/19887442/article-comments.xml http://www.autoblog.com/feed/2011/03/23/ad-spotting-buick-dials-up-turbo-for-march-madness/19887442/article-detail.xml 19887442 http://www.blogcdn.com/www.autoblog.com/media/2011/03/buick-regal-cxl-turbo-commercial_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/03/buick-regal-cxl-turbo-commercial.jpg <![CDATA[AdSpotting: Ford goes global with Focus, but will it entice?]]>http://www.autoblog.com/2011/03/04/adspotting-ford-goes-global-with-focus-but-will-it-entice/http://www.autoblog.com/2011/03/04/adspotting-ford-goes-global-with-focus-but-will-it-entice/http://www.autoblog.com/2011/03/04/adspotting-ford-goes-global-with-focus-but-will-it-entice/#commentsFiled under: , , , , ,


Ford's global Focus campaign - Click above to watch commercials

Company: Ford Motor Co.

Brand: Ford

Medium: TV

Ad Agency: Team Detroit/WPP Global

Product: Focus

Campaign: Global Focus Launch

What We Like: The all-new Focus is a moonshot better than the Focus we've had in the U.S. for the last decade. While Europe got a new Focus during the Bush Administration, the U.S. got an insufficiently upgraded model with a pretty low-rent interior and no hatchback version. These new ads do a slick job of conveying that the new Focus is, in fact, new and possessing features people wouldn't expect in an economy-priced car. The seriousness of the orchestral soundtrack and the messaging may elevate the Focus above the riff-raff of the sub-compact segment. One recent Hyundai Elantra ad, for example, had a sheep driving. Kia likes Hamsters to push its cars.

What We Don't Like: To make these ads work globally and achieve the cost savings Ford was seeking, there is a lowest common denominator look and feeling to the ads Ford previewed for us. The visuals were specifically shot so they could be edited to run any place in the world with some easy editing to adapt to local needs and language. But the ads - while conveying useful information about what is, let's face it, a very rational new-car selection - aren't all that interesting. They certainly aren't entertaining - at least not the first batch we got to see. The question is whether the features spotlighted in the ads will be engaging to viewers, and make them curious enough to investigate the new Focus on the Internet.

Strategy: Ford is launching the Ford Focus, it's first truly global car under the Mulally regime, with an ambitious global ad campaign. The agency has produced some 50 TV ads to run in Ford's markets across the world, all highlighting technology and innovation like self-closing grille vents (active grille shutters), stop-start fuel saving technology (for Europe) and the like. The Focus is a critically important car for Ford, both financially and for credibility worldwide, and Ford officials say they saved tens of millions of dollars, perhaps in excess of 100 million, by getting all the markets across the world to pool their thinking and draw from a common bank of video, photography and soundtracks. That savings is being plowed back into media buys, helping each market better hit its sales targets.

Grade: B

Watch the commercials after the jump and take our poll below.

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Continue reading AdSpotting: Ford goes global with Focus, but will it entice?

AdSpotting: Ford goes global with Focus, but will it entice? originally appeared on Autoblog on Fri, 04 Mar 2011 15:29:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>2012 ford focusadspottingfeaturedfocusfocus commercialsfordFri, 04 Mar 2011 15:29:00 EST http://www.autoblog.com/feed/19857902/article-comments.xml http://www.autoblog.com/feed/2011/03/04/adspotting-ford-goes-global-with-focus-but-will-it-entice/19857902/article-detail.xml 19857902 http://www.blogcdn.com/www.autoblog.com/media/2011/03/ford-focus-kinetic-commercial_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/03/ford-focus-kinetic-commercial.jpg <![CDATA[AdSpotting: Dodge Charger gets the "Never Neutral" treatment]]>http://www.autoblog.com/2011/02/14/adspotting-dodge-charger-gets-the-never-neutral-treatment/http://www.autoblog.com/2011/02/14/adspotting-dodge-charger-gets-the-never-neutral-treatment/http://www.autoblog.com/2011/02/14/adspotting-dodge-charger-gets-the-never-neutral-treatment/#commentsFiled under: , , ,

2011 Dodge Charger
2011 Dodge Charger Never Neutral ads - Click above to watch after the jump

Company: Chrysler

Brand: Dodge

Medium: TV Ad

Ad Agency: Wieden & Kennedy, Portland, Oregon.

Product: 2011 Dodge Charger

Campaign: "Never Neutral"

What We Like: The re-do on the 2011 Dodge Charger turned a car that was one half of a two-suits-for-the-price-of-one deal into a slick, polished and nicely sprung sedan that now earns our respect. The "Never Neutral" marketing campaign debuted last week at the Chicago Auto Show and comes across in these ads as a decent tag-line for the Charger. We like the attitude that the Charger is a car for people who still enjoy real driving, don't moan about pumping their own gas and aren't necessarily swayed by the reputations of other brands that are now bigger than their current sheet-metal supports. In these two ads, Chrysler takes aim squarely at Google's self-driving car and Mitsubishi's online test drive "experience", (though picking on Mitsubishi at this point is like taunting Urkel), as well as referencing the Matrix movies, which never hurts.

What We Don't Like: Making a statement about the Dodge brand being for real drivers and sticking a thumb in the eye of a couple of competitors is all well and good, but could we get some edgier writing here? All they could come up with to ridicule Mitsubishi's online test-drive is, "That's absurd." As we used to say in the newspaper biz, "Get me rewrite!"

Strategy: Dodge is positioning itself as the brand of vehicles for those who appreciate that Detroit is still the capital of car-making in the U.S., and that driving a responsive automobile is a fine American value. We absolutely loved the ad from 2010 showing George Washington leading his troops into battle against the British redcoats in Dodge Challengers, and we like the similar attitude on display here. But this approach to selling Dodge's new image around Americana, American values and for people who relish having a real set of wheels is a bit of a high wire act dependent on the creative teams batting well above .500.

Grade: B-

What do you think? Watch the ads for yourself after the jump.

Continue reading AdSpotting: Dodge Charger gets the "Never Neutral" treatment

AdSpotting: Dodge Charger gets the "Never Neutral" treatment originally appeared on Autoblog on Mon, 14 Feb 2011 19:25:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments]]>2011 dodge chargeradspottingchargerdodgefeaturednever neutralMon, 14 Feb 2011 19:25:00 EST http://www.autoblog.com/feed/19840856/article-comments.xml http://www.autoblog.com/feed/2011/02/14/adspotting-dodge-charger-gets-the-never-neutral-treatment/19840856/article-detail.xml 19840856 http://www.blogcdn.com/www.autoblog.com/media/2011/02/2011-dodge-challenger-test-drive-opt_thumbnail.jpg http://www.blogcdn.com/www.autoblog.com/media/2011/02/2011-dodge-challenger-test-drive-opt.jpg -1 2