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Posts Tagged ‘car advertising’

Marty’s Marketing Minutia – Special Triscadecaphobia Edition

by on Jan.04, 2013

The godfather of bad TV auto advertising, Cal Worthington, lives on.

We saw 2012 end with metaphoric skyrockets lighting the midnight sky for most auto marketers. Business was far better than expected. It was good, damn near great! Some auto advertisers were patting themselves on the back for their Super Bowl ads that went viral – viral all year! The consumer marketplace despite the on-going recession was in the car buying and leasing mood.  Result?

Single malts and champagne toasts along with the occasional long necks were raised in praise of the outgoing year along with great expectations and eager optimism for 2013.

The Last Word!

But in some corners of the automotive marketing, advertising, promotion and public relations world the future was at best bleak. There were more important new ad agency appointments in 2012 than ever before with many unplanned career changes and relocations for creatives, media and suits at every level. And there’s at least one big switch to come in the New Year with others rumored.

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The Soft Sell: Auto Advertising Turns 113

Those 19th Century Mad Men marketed the Winton. Has much really changed?

by on Sep.16, 2011

The first automotive ad, for a Winton, appeared on July 30, 1898 in Scientific American. Who knew what would follow once the Mad Men got into the game.

Hoist a very dry Martini before dinner Saturday to honor and toast the 19th Century Mad Men who convinced the Winton Motor Carriage Co. of Cleveland, Ohio to run the first automobile ad advertisement in Scientific American magazine, July 30, 1898.  Consider it an homage to those who led the way for us who make or have made our careers in auto advertising.

This is the ad that appeared.

No, the layout is not up to contemporary standards, the illustration is only so-so, but carefully read the headline and the body copy. Now think of this ad in terms of today’s advertising for electric vehicles. There’s an almost eerie visionary prophetic sameness with the major selling points, isn’t there?

Your Timeless News Source!

And the price, $1,000. Based on the Inflation Calculator using Consumer Price Index data, today the Winton would cost $25,853.94 — a number not that far off from Nissan’s Leaf or GM’s Volt, at least after rolling in today’s federal tax credits. (There wasn’t an income tax back then, of course.) Conversely, $1,000 today would only get you $39.30 in 1898.

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Marty’s Marketing Minutia – Super Bowl Special

Hype, honor, hope, humor, hypocrisy, hierarchy and ho hum

by on Feb.05, 2010

The clock is ticking down. This Sunday, February 7, at 6:00 PM, between 95 and 100 million people are predicted to turn to CBS to watch, nosh, wager, cheer, jeer, drink and honor America’s favorite sporting event: the annual extravaganza of Super Bowl 44 or as the NFL demands, Super Bowl XLIV.  Roman numerals are much classier, right?

But 51% of the viewers, according to new study from the Nielsen Results, (based on a sample of 25,000 households in the company’s Homescan panel), said they enjoy the commercials that run during the game more than the game itself.

Thus Sunday is more than just a football game between the Indianapolis Colts and the New Orleans Saints. It is the new American institution known as the Cockamamie Commercials Competition or the Stupor Bowl of Advertising. Take your choice.

Some 36 different advertisers are joining the fray this year, but to us it’s all about the car commercials! This year five automotive advertisers are in one helluva money-spending battle not just to entertain us, but to achieve a lofty marketing goal. Well, at least some are.

Taking the digital in-game field will be Audi, Chrysler, Honda, Hyundai and Kia who will be spending millions despite the overall dismal results of 2009. There’s a non-discount rate of $3,000,000 for each :30-second commercial in XLIV.  The buy is scattered. Some brands have bought pre-game, half time, post game and promo positions at a lower, but still significant, rate. CBS isn’t cheap. The audience is huge.

Until recently advertisers kept their new commercials secret until the game itself.  I recall hiring a special company to videotape the entire game, and then edit it down to just the commercials, for Monday after during the game meeting with my former agency’s creative staff.  And it wasn’t cheap.  But the web, You Tube and technology has changed all that – only Chrysler has kept its commercial secret.

Here’s the line on who is doing what and whom should win the best automotive commercial(s) award as well as the odd, interesting and strange trivia and stats that have become part of the annual Sunday bash.

Hyundai is the odds on favorite

The not-so-little company that could and did shake up the automobile industry has scored big, not only with the award-winning Genesis sedan, and it unique assurance program, but by backing its superb spots with the voiceovers of Academy Award nominee Jeff Bridges.

The question is: does quantity equate with quality?

In a phone interview with Joel Ewanick, Hyundai’s vice president of marketing, I learned the “watch out, here we come brand” is going to have eight, yes eight Super Bowl commercials. “Why the heavy lifting?” I asked.  Ewanick responded, “We are focusing this year’s Super Bowl campaign on the all-new 2011 Sonata, the most significant new model introduction in our history.”

In last years XLIII, Hyundai ran just two spots, so this year’s buy equals that of some really big advertisers in the fast food and beer categories.

I could provide a detailed description of each commercial, which seems rather stupid when you can watch them by clicking but I will provide a little info. Here’s the starting line-up for Hyundai’s strong campaign.

Here’s the pregame show  line-up:

In-game commercials   (more…)

New Chrysler Ad Contract to Universal McCann

Still more shake-ups in once staid Detroit ad world likely.

by on Dec.09, 2009

Chrysler is shaking up its ad agency accounts, hoping to do better than the disastrous Day One campaign that followed its sale from Daimler to Cerberus, several years ago.

Chrysler is changing agency accounts, hoping to do better than the failed Day One campaign following its Daimler sale to Cerberus years ago.

Its relationship with BBDO drawing to a close, Chrysler has announced it will turn over its media buying contract to Universal McCann next month.

An across-the-board shake-up, which is leading BBDO to close its offices in Troy, has led Chrysler to split up its nine-figure advertising budget.  McCann, a division of the ad giant Interpublic, is getting just a piece of Chrysler’s advertising and creative business.

Global Hue, an agency based in the Detroit suburb of Southfield, has picked up the business for the Jeep division – which just launched it’s “I Am Jeep” campaign.  Dodge Truck, now known as Ram, has gone to Dallas-based Richards Group.  And Chrysler has even sent some business abroad – borrowing and repackaging an Italian-made spot originally developed for Lancia, a division of Fiat’s new parent, Fiat.

Ad Insider!

Ad Insider!

“As a new company with a brand-driven focus, we are looking for agencies that can deliver unique ideas and solutions to help us better communicate with consumers,” Olivier Francois, Chrysler’s new, Fiat-appointed ad chief, said in a statement. “These changes will allow Chrysler greater efficiencies and flexibility in the use of its media across all four brands and at the retail level.”

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Marty’s Marketing Minutia

Assignments, Appointments, Accessories, Auto-racing.

by on Oct.02, 2009

The Dodge Ram boys are moving to a new ad agency.

The Dodge Ram is moving to a new ad agency.

Chrysler Accounts Leaving BBDO  in Detroit

In recent weeks Chrysler has been  decimating BBDO ‘s Detroit — actually Troy – office. The Jeep account has gone to Global Hue in Southfield, MI, which had been the specialty minority agency for Jeep, and is now operating as a full-service general audience shop.

This week the Richards Group of Dallas was selected as the agency of record for the Dodge Ram Brand.  Other brands awaiting the anointing, er appointment, of a new agency includes the Chrysler 300, Town & Country minivan and other Dodge marquees.

Get Great Agency Info from Halliday’s Ad Agency Article

Big News: Subscribe for Free!

Big News: Subscribe for Free!

Jean Halliday, Advertising Age Bureau Chief in Detroit has penned a very interesting article on the top 15 auto ad accounts advertising agencies. New biz personnel at the not-mentioned-shops and job seekers will find the info broken down into various categories: Sex Appeal, Annual Spending, Management Stability/Client Difficulty, What You Should Know and Agency Churn.  Best coverage I’ve ever seen. Just click here to see what I mean.

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