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OK, You Lost Me...

by AnthonyKrese
12 replies
I'm from the Detroit area. I want to like this commercial / copy (scripting).

Do you think this was well "scripted"? I don't.

#lost
  • Profile picture of the author Bruce Wedding
    It only cost US citizens $9 million.
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  • Profile picture of the author Daniel Scott
    Bruce, I'm confused...

    ...wouldn't Chrysler have paid for this?

    I'm sure there's something I'm missing here... just wondering what it is.

    -Daniel
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    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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    • Profile picture of the author Bruce Wedding
      Originally Posted by Daniel Scott View Post

      Bruce, I'm confused...

      ...wouldn't Chrysler have paid for this?

      I'm sure there's something I'm missing here... just wondering what it is.
      You probably forgot that they owe the US govt $5.8 Billion and Canada $2.3 Billion for bailout funds. So how do you think they wrote the check?

      And just a few days ago, the CEO of Chrysler called us Shysters because of the high interest rates charged on the loans that saved his ass.

      http://www.insideline.com/chrysler/c...out-loans.html
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  • Profile picture of the author ARSuarez
    Truthfully?

    I don't think it's that bad. Depending on if they know the market they're going after. There's a lot of "Detroit/Michigan" pride going around. Getting Marshall Mathers (Eminem) in the ad is like a celebrity endorsement.

    Who knows. I've seen much worse.

    There's even a few attempts at value building, appealing to the American "Made In The USA" desire. they've got some decent points. But we'll see - there's no offer, and that's a MAJOR downfall.

    Best,

    Angel
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  • Profile picture of the author Nick Brighton
    Politics aside, from a non-US perspective, I think it's pretty emotive. I think the message is clear - Detroit is the homeland of car manufacturing, for that middle class American consumer.

    I could be wrong, but that's what I think it's saying to me.

    To the person that said "there's no offer" I urge you to study advertising a little more. It's not all about direct response. There's this thing called branding, right...
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    • Profile picture of the author Oxbloom
      Originally Posted by Nick Brighton View Post

      Politics aside, from a non-US perspective, I think it's pretty emotive. I think the message is clear - Detroit is the homeland of car manufacturing, for that middle class American consumer.

      I could be wrong, but that's what I think it's saying to me.

      To the person that said "there's no offer" I urge you to study advertising a little more. It's not all about direct response. There's this thing called branding, right...
      I don't know what to make of it from a branding standpoint. That's not to be critical...I just honestly don't know.

      Actually, I think it's almost more of a positioning piece than a branding one. But I wonder how great the position "blue collar luxury manufacturer" really is. Might be a bonanza. But to me, it's a bit of a mixed demographic, and might find some trouble resonating with any buyer in particular.

      At least it's got people talking. (Which I guess is branding in and of itself.) So that's more than most SB commercials achieve, so kudos to the production team for that coup, at least.

      Unfortunately, the celebrity impact was hamstrung by the fact that Eminem appeared earlier, in that iced tea ad. Otherwise, the impact would have been, "Holy crap! Eminem? In a Chrysler commercial? Badass!..." instead of, "Holy crap! Eminem AGAIN? Man, is he whoring himself out these days..."
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      • Profile picture of the author AnthonyKrese
        Originally Posted by Oxbloom View Post

        I don't know what to make of it from a branding standpoint. That's not to be critical...I just honestly don't know.

        Actually, I think it's almost more of a positioning piece than a branding one. But I wonder how great the position "blue collar luxury manufacturer" really is. Might be a bonanza. But to me, it's a bit of a mixed demographic, and might find some trouble resonating with any buyer in particular.

        At least it's got people talking. (Which I guess is branding in and of itself.) So that's more than most SB commercials achieve, so kudos to the production team for that coup, at least.

        Unfortunately, the celebrity impact was hamstrung by the fact that Eminem appeared earlier, in that iced tea ad. Otherwise, the impact would have been, "Holy crap! Eminem? In a Chrysler commercial? Badass!..." instead of, "Holy crap! Eminem AGAIN? Man, is he whoring himself out these days..."
        Exactly. The whole "blue collar luxury manufacturer" positioning was really confusing. I think they should have stuck with (ONE) concept...

        - We have our own style (don't show a beat up city then, lol)
        - We're tough and we won't give up
        - We are THE MOTOR CITY...we know cars

        (Not to mention, on top off all this branding / positioning, they are trying to introduce a new vehicle!)

        Eminem? Really? Is he going to resonate with Chrysler's target market?

        If they really wanted to play this whole "blue collar luxury underdog" card, they should have got Barry Sanders. I think he embodies Detroit and what Chrysler is trying to say. Barry was a hard working underdog yet very talented and elegant / had style. I think people would have "got it" a lot easier by association. Seems a better fit for Chrysler's audience.

        Finally, I bet the people who actually liked this commercial (and thought it was "cool") won't be buying a Chrysler.
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  • Profile picture of the author BrianMcLeod
    It's a provocative spot, but I think I prefer this one:

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    Brian McLeod
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  • Profile picture of the author sethczerepak
    This is a perfect example of what I call "Peacock Marketing." Nice bright shiny objects created by some creative type who doesn't know squat about how to sell. These aren't marketers, they're people trying to validate themselves by creating "award winning" pieces that waste marketing dollars and don't contribute to the bottom line.

    Too bad...so many unknowing business owners waste their money on this crap because it "looks good." So what? Winning marketing awards counts for nothing in the real world of business. If you want good copywriting to learn from, study the direct marketers. The ones who have to either get sales or go belly up.

    --Deposits two cents--
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  • Profile picture of the author calebcjb
    [DELETED]
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    • Profile picture of the author Oxbloom
      Originally Posted by calebcjb View Post

      simply yes
      Cuts to the quick.

      If only you had a sig file, I could subscribe to your newsletter.
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