Brand Identity?
This ad is currently running and most likely you’ve seen it several times this week. But do you have any clue who it’s pitching for?
So to make a game of it -- we blurred the logos on the cars above. Now go ahead and pick from the multiple options and we’ll announce the results shortly. It’s pretty funny when you consider the millions that were spent on terms like “brand identity,” “creativity” and “connecting with an audience.”
Now, shifting our focus from advertising being “ineffective,” to downright “incompetant” we have this following 2009 TV spot from a campaign AAMCO spent $30 million dollars on. Did we mention they hired some unknown agency from D.C. called Qorvis Communications?
In the spot, a woman’s voiceover establishes that the car is like her daughter. You know, referring to it as “my baby.”
Standard stuff, straight out of the advertising playbook. Not too bad…
Next, the same voiceover decides to up the ante and add another Advertising 101 playbook move by injecting some sex appeal into the spot. OK. It’s a car related spot, so we guess it makes sense… So she adds, “…there’s only one guy that gets under her hood” in a vague reference to female anatomy and coitus.
Great… Now she’s talking about her daughter’s vagina! And maybe molestation. Which might target viewers in the Deep South, but seems rather distasteful to the rest of us.
So we just can’t figure out if these two flashcard elements got combined into a complete disaster from ignorance or if there’s a deliberate ad copywriter out there, who wants to be the new Iceberg Slim.
Posted in: File Under: Clueless