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Marty’s Marketing Minutia Special: Chrysler Sends in the Second Team

They make you feel good, but do Chrysler's Second Half commercials get you to buy a car?

by on Apr.02, 2012

A scene from the new Chrysler "Second Half" ad "Tommy and the Ram.".

Way back then, when Don Draper and his pals (and a few of us who were there in those halcyon days) were pitching a piece of new business from a major corporate client the conundrum was, “Should we pitch with product or institutional creative?”  More times than not, institutional – the warm and fuzzy, feel good, selling the big picture, aren’t we magnificent, munificent and magnanimous outlook — won hands down.

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It made the prospective client nod their heads in approbation because the company looked terrific which reflected positively on our not-so-noble, okay crass, intentions no matter how insincere our sincere ads were.  And, yes, it won some business too.

And that is what advertising is supposed to do – sell things!

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Marty’s Marketing Minutia – Super Bowl Redux

Super Bowl auto ads not super with panels.

by on Feb.08, 2011

VW's Darth Vader spot - one of the few automotive ads to resonate with viewers during the Super Bowl.

It doesn’t matter which reviewer, panel or research group has measured, evaluated or analyzed the 60 commercials in Super Bowl XLV, with rare exception, the game’s automotive ads did not resonate with consumers.

(Or did they? Click Here to check this take on Chrysler’s spot with rapper Eminem that has everyone talking – and linking to YouTube.)

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In the USA Today ranking, the go-to-list for many, the only auto ad in the Top 10 was the Volkswagen’s “The Force” (Darth Vader) ad at #3 was the most effective automotive ad (10% more effective than the average Super Bowl ad) in a Super Bowl dominated by auto manufacturers based on data supplied to me by Ace Metrix.

“The Super Bowl became the Auto Bowl this year with 19 automotive ads versus 8 a year ago,” said Peter Daboll, CEO of Ace Metrix and author of “How to Make a Winning Super Bowl Ad.” “VW’s ‘The Force’ was a hit across all demographic groups, harnessing the right mix of likeability, watchability and cute.”

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Cadillac Changes Ad Agencies – Again

Musical chairs – but is Chrysler left without a seat?

by on Jun.29, 2010

It's now up to Fallon to help Cadillac move the metal as the GM division's new ad agency.

It’s a game of musical chairs in the automotive ad world, these days, and it’s hard to find many brands that haven’t changed their seats – or partners – in recent months, though some seem to be moving more often than others.

Like Cadillac, which has yet again switched agencies under the orders of General Motors’ new marketing czar, former Hyundai wiz kid Joel Ewanick (who is himself on his third job since the beginning of the year).

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GM’s luxury arm will now be teaming up with the well-respected Fallon, part of mega-agency Publicis Groupe.  The decision to switch to Fallon was something of a lateral move, however, since Caddy had, not that many months ago, switched its multi-million dollar account to another Publicis agency, Bartle Bogle.

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