Tag Archives: Doner

March Marketing Madness: Nissan, Chevy, Dodge

Nissan’s Snowy Deja Vu
  It’s certainly been a winter for record-breaking snow and nasty weather. So maybe it’s no surprise that Nissan used a snowy street scene with snowmen for a TV commercial to launch its redesigned 2014 Rogue.
The spot, which aired first in Canada and then in the USA touts the all-wheel-drive of the new Rogue compact SUV. TBWA created the commercial, dubbed “Winter Warrior.” Both the :60 and :30 versions show evil snowmen attacking a Rogue driver on a snowy street. The production resembles a thrilling movie chase scene. The motorist manages to escape, naturally, because of the AWD system.
Have a look if you haven’t seen it yet


It is a pretty fun spot that shows off the Rogue’s drivability on snow-covered roads and cleverly sneaks in its three-row seating.
The only problem is that this commercial is so VERY similar to one American Suzuki had a few years back for the all-wheel-drive version of its Kizashi sport sedan. Suzuki’s commercial, called Wicked Weather,” ran in 14 key US markets during the Super Bowl in 2011. So it got pretty good exposure. And it ran tons of other times before and after the Big Game. Even Suzuki’s snowmen, created by Siltanen & Partners, look an awfully lot like Nissan’s.
Judge for yourself

TBWA creatives could have dreamed this one up on their own. Or could it be that somewhere in the back of their brain’s memory file there was a glint recalling an ad with snowmen attacking a car with AWD?
Coincidence? We may never know, but you have to admit the executions are very, very close.
American Suzuki Motor Corp. isn’t likely to make much of a ruckus. The automaker is phasing out its car sales operations here in Chapter 11 bankruptcy court.
Chevy’s Crazy Kids
Speaking of coincidences, a Chevrolet Cruze commercial is getting lots of attention- in a good way. The spot, called “Speed Chaser,” for the Cruze broke during the Academy Awards broadcast and was made for a mere $4,000.
The :60 spot was created by South independent Korean filmmaker Jude Chun, who bested 72 other submissions from around the world in Chevy’s MOFILM , a global community of indie filmmakers. It shows children making the commercial, using props and special effects. The ad has a written on-screen disclaimer: “Children should not play in or around vehicles.” That was probably added by GM lawyers.
In one scene, one of the kids uses his hands to flip over a model-size Cruze, much to the dismay of a young female back-seat passenger. Have a peek

Many ads with cute children are well received with viewers and this one is no different. But Chevy got into big hot water in 2004 for a slick Corvette commercial that broke during the Summer Olympics. Called “A Boy’s Dream,” it showed a young boy putting the sports car through its paces, even taking the Vette airborn as a young girl behind the wheel of another Vette passes him in mid-air going in the other direction. It only ran once. General Motors quickly buckled under pressure from safety and advocacy groups afraid young kids would try to drive their parents’ cars like banchees.
It was a mistake in my mind to pull the ad from Campbell-Ewald in Warren, Michigan because it was clearly a dream sequence. If your kid doesn’t know the difference between reality and dreams you have bigger problems than this commercial.

Yes, this ad also had a written, on-screen disclaimer:  “This is a dream. Do not drive without a license. Obey all traffic laws.”
What a difference a decade makes, eh?
Dodge’s New Celeb Mouth
When it comes to Chrysler Group ads, one can expect to see celebrities.
Now here comes Joan Rivers stumping the beauty of Dodge-brand models in regional dealer ads from Doner in suburban Detroit.

JoanRivers

They’re part of the automaker’s multi-brand “Award Season (sales) Event.”
In the spot for the Dart, Rivers touts the car’s beauty and power. “Look at the leather seats,” she coos. “They are softer than the leather on my face,” says Rivers, who regularly pokes fun at all the plastic surgery she’s had as host of “Fashion Police.”
The spots are airing through April in some 122 markets.
The comic’s appearance in the Dodge ad is shocking to a lot of people. “Are they reaching out to 70-year-olds,” wondered a Facebook poster.
The answer is no.
Rivers, whose career has spanned 5 decades, has managed to keep herself in the public eye and is winning over a younger generation. Rivers and these commercials should generate more positive buzz for Dodge.
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You can follow me, Jean Halliday, on LinkedIn and Facebook

On Twitter: @jhal2001

 

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Rating Mazda’s New Ads

Does Mazda “Zoom. Zoom” in new ads from its new ad agency?
Not so much.
WPP Group won the first-bundled North American creative and media review for Mazda last summer. Creative from the newly-formed and dedicated TeamMazda shop has been starting to show up on television.
The commercials start out stark, using cardboard shapes on white backgrounds to accentuate points about a Mazda. Big bold words also appear on the stark backgrounds.
One of the latest spots shows an elephant shaped out of corrugated cardboard and on little blue wheels responding poorly to headwinds. The ad points out that Mazda’s crossover design is much sleeker than many elephant-like suvs out there since it’s more aerodynamic.
Here’s an earlier commercial, called “Cookie Cutter,” for the Mazda3i Sport using the same cardboard & lettering techniques and featuring the music of Pretty Ricky

This work reminds me a bit of Ford’s F-150 pickup work, from WPP sibling TeamDetroit. Probably no surprise since Team Mazda hired away some key folks from TeamDetroit.
These Mazda spots don’t really give viewers a crystal-clear idea exactly what the brand stands for. They don’t really capture Mazda’s fun-to-drive, “Zoom. Zoom” soul. They leave you cold.

To make matters worse– some  Tier Three ads,  or  those of individual dealers, are simply awful. Check out this President’s Day Sale ad for Brown Mazda in Toledo, Ohio

Other carmakers have wrestled with their all-over-the-map Tier Three ads before, so hopefully Mazda can come up with a solution.

All of this makes you wonder why Mazda opted for a review last year and decided to drop its agency since 1997, Doner in Southfield, Michigan.
Oh right, at the time Mazda CMO Don Romano said the automaker wanted “to consolidate to get greater focus and efficiencies.” He also said he wanted “more focus on brand strategy so we can’t deviate so easily.”
Romano said WPP’s analytical capabilities will help Mazda quickly figure out whether its ad efforts are working and if not, they can be changed.
We hope TeamMazda has more up its creative sleeves.
Mazda products are STILL better than its advertising.
The brand deserves much better.

MAKING TRACKS:  Gunnar Wilmot, moves into the office of  CEO and Partner at  The Ad Store in Manhattan. Wilmot retired (young) more than a year ago after 25 years at IPG, where he headed Gotham, McCann Detroit, and had been global account director on General Motors’ account at McCann.

Find me on Twitter @jhal2001