Believe me, I know. I spent decades in and around the ad business. Last year, we saw two vehicles—the Buick Enclave and the Nissan Altima—getting a lot of ad play during the holiday season. But the way these two were being sold to viewers makes the advertisers look stupid.
The Buick SUV ad wouldn’t go away. It ran constantly. That alone made anyone crazy, but on top of that, Buick was trying desperately to impress us with a design that they felt was not like your old Buick. “That’s not a Buick,” says the elderly lady in the ad. Then Nissan’s ad for the Altima had the actors turning their heads to look at a supposedly racy looking car, when in fact it was as Plain Jane as you can get.
This year the most aggravating series of ads is with Chevrolet. Once again, these ads run all the time. Incessantly. We’ve got this focus group of non-actors following its host around like lambs over a Malibu. One of the girls in the ad actually says this: “The lights remind me of Audi lights.”
Is Chevrolet serious with this? Audi lights? There isn’t an Audi on the planet that has lights like this, and even if Audi had one, it either looks like the same lights or it doesn’t. They don’t remind anyone of Audi lights, is my point. Someone needs to tell the copywriters to feed better lines to their non-actors.
The thing is, advertisers rely on these ads to sell cars. Understandable. But they fail to use some basic, common sense.
1) Viewers get tired of seeing the same ad. If advertisers want to grab their target audience’s interest, they should vary the ad enough—say a series of three ads or more—showing different aspects of the car. Keep the viewers intrigued, maybe making it a continuing storyline. If they do, people will talk about it.
2) Viewers are not stupid. Please quit treating your prospective buyers like fifth-graders. Write intelligent ads that when viewed, will make the viewers feel valued, like they already have smarts. Mercedes-Benz is good at this: they know who their customer is and they don’t talk down to them. Good advertisers don’t have to.