In a recent Saab TV ad, a fighter jet transmogrifies into a 9-7X. The Transformers shtick tries to convince truck buyers that Saab’s SUV was “born from jets.” There’s one small problem: the 9-7X was born from a Chevrolet. The model’s built in Moraine, Ohio next to (and out of) Trailblazers. And get this. During the transformation the engine rolls down into the engine compartment sideways. Couldn’t the geniuses who made this commercial bother to remember that the Trailblaz… uh… 9-7X has a “north-south” engine, not an “east-west” one like current Saabs? And so car companies continue their assault on pistonheads’ intelligence.
Fuel efficiency is the latest battlefield. Both Toyota’s “Hybrid Synergy” and Chevy’s “we sell loads of cars that get 30 mpg or better” ads may fool most of the people most of the time, but automotive alphas realize both companies peddle vast fleets of gas-guzzling trucks and SUVs. We’re also aware that Toyota would prefer their customers to pick-up a profit-rich Sequoia rather than a high-tech loss leader, while Chevy would more happily put you in a Suburban than one its low-powered, low margin base models. And by the way, when did it become OK for automakers to advertise a vehicle’s EPA highway mileage without identifying it as such?
By the same token, we must endure car ads which lure us into a patently absurd, alterative reality. How about that Suzuki ad where Joe Businessman leaves a commuter house, kisses wifey bye-bye, dives off a cliff and parachutes to his Vitara? The scenario inspired my teenage son to ask “If the Vitara is so good off road, why does he have to park it way down there? Why didn’t he just drive it home?” Honda’s recent ad for the Ridgeline is equally ludicrous.
A brown bear blocks fishermen driving home. Instead of simply driving past the beast or reversing out of harm’s way, one intrepid camper gets out, fishes a salmon out of the Ridgeline’s in-bed trunk and tosses it at the bear. It’s a good thing they didn’t have a bed full of camping gear; that bear would have had them all by the time Mr. Sierra Club got to the fish. Actually, it’s a good thing Honda’s customers aren’t generally that stupid; otherwise, simple Darwinism would winnow their market in no time.
And then there’s the “silly little fairy” line in the Caliber commercial. Anyone who knows cars, sexual politics or advertising understands that Dodge is gay bashing to macho-up the po-faced hatchback genre. Hummer’s tofu ad makes the same mistake in reverse, fighting a rear-guard campaign against people who see the over-sized SUV and mutter the word “over-compensation.” You know: the guy buys an H3 just to prove to he has adequate OEM reproductive equipment. The original tagline for the commercial was "Reclaim your manhood." After a few airings it became “Restore the balance.” Apparently they didn’t want to alienate car-savvy eunuchs.
As a pistonhead of a certain age, I know that repetition is the better part of remembering. But how many times can a car mad curmudgeon listen to the faceless voice intone, "It's here, but not forever" about the Lexus model year closeout without wanting to shout “No, it just seems that way”?
And whose idea was it to use bobbleheads in the Jeep Compass commercial? Is the car really so lame The Dark Lords of DCX couldn’t find anything to say about it? While there’s a percentage of the population who’ll nod their heads in unison with their spokesdolls, surely Jeep should make some kind of case to people who are actually interested in cars, rather than assault us with bizarre imagery. Speaking of creepy, how about that Mercedes “Cruise Night” ad with a drag race between Celine Dion and a metrosexual? Why would a German automaker want to show Americans a world where every single car is a Mercedes? That’s just not right.
It’s time for carmakers to try something novel that won’t insult their core clientele. It’s time for them to tell the truth to the people who know what’s what. For example, an ad for a Chevrolet Impala would show shoppers browsing rows of washing machines, refrigerators and Impalas, choosing the Chevy as their favorite transportation appliance. A Freestyle ad could show a divorced couple actually behaving like a divorced couple, instead of acting as if they’re on a date.
“Dr. Z” would confess that Karl Benz invented the car, not Daimler-Chrysler, and sell the 300 as the finest last gen E-Class Mercedes money can buy (including his beloved rear suspension). Mazda would own up to the fact that their CX-7 has more in common with a Fusion than with a Miata, and recommend buying a CX-7 because it’s not a Ford. Oh, and no one would ever claim anything based on JD Power survey results. Then again, maybe not.
Yep, hate the “Born from Jets” B.S.
But a correction is perhaps in order: Saabs prior to the 9000 (i.e. all independently developed Saabs) had north-south powertrains. And, for the ultimate in oddities that might have actually made sense, the engine in the 900 (and probably the 99 as well) was backwards, with the power output up front and the accessory drives towards the firewall. The transmission sat next to the engine, with the two perhaps joined by a chain. (I’m not sure where the automatic trans torque converter was situated.) Kind of like a transverse powertrain, but turned 270 degrees.
To provide access to the alternator, A/C and such the hood slide forward then tipped well out of the way. Buick copied this hood system with the 1984 Electra, but with a transverse engine, such that it made a lot less sense.
You’re making me grateful I don’t have television…
That Saab-blazer’s a jet that doesn’t fly.
During off-road testing with a group of its competitors last fall, the Saab was towed out of a section of muddy ruts …. nine times.
You pointedly avoided citing the ultimate 4-wheel appliance, the Camry. That is what should be sitting next to washers and dryers. Why that’s almost revisionist of you!
At least the Impala has a V8 available for those who must have WWD.
Jazbo,
You mean you’re not buying the “when is a car more than just a car” campaign?
Toyota’s advertising has been among the worst pretty much forever. Consistently vapid stuff. Apparently good ads aren’t necessary to move the metal.
The bobble head ads are just abominations.
The print advertising for the Compass is even worse.
jazbo123,
The Impalla SS should be advertised wrapped around a tree in a ditch 20-feet off the road, as that is what the car is programmed to do if a driver dares to rev that V8 with the wheel turned even a little bit.
More Understeer than any car on the road.
Frank’s manhood aside – with the 9-7x=Jet through transmogrification, maybe they’re on a very sly marketing tie-in with the upcoming transformers movie. I mean, there was an original transformer named Trailblazer, right?
Didn’t much care for the Caliber when I first saw pictures. The ‘stupid fairy’ ad confirmed my initial suspicions.
Best car commercial ever was the dream scene for the Nissan 300ZX…now that was a commercial!
Jon.
The Ridgeline commercial is funny… I am waiting for Honda to be sued by the family of some dumbo that tries to do what the actors do in that commercial. We already have enough stupid people out there fooling with wild animals!
I also wonder why even advertise the Jeep Compass? DCX should be flogged for messing with the brand. The Jeep marque has been positioned as the off road, go anywhere vehicle — even if most never go off road. It’s all in that allure, that promise… not that much different from what Hummer is trying to sell. By putting something mundane out as the Compass, DCX muddies everything up. At least the off road “Jeeper” community will not have to rag on Liberty owners not being true off-roaders any more…
I think the last truly interesting car ads were the VW “Unpimp the ride” commercials. I notice they didn’t last long and have been replaced by ads that use a technique I call the “unfunny funny ad.” That is, from the way the ad is constructed, it’s obviously intended to be humorous, but it isn’t even mildly amusing. The advertiser then seems to acknowledge the unfunniness of the ad with a sly wink to the viewer. I don’t get it.
Then again, we’re talking about them, aren’t we, and in advertising, it’s really true that the only thing worse than bad publicity is no publicity.
Michael: I was getting ready to rant that my Saab does have a north-south engine (actually a south-north engine), but you beat me to it!
Yeah, I wonder why those VW unpimp the ride commercials went away. They didn’t seem to be on the air very long and at least they made me chuckle. I also thought they got across the point that VW’s were refined sports sedans for grownups, not ridiculous loud kids car, which I assume is what they were aiming for.
I’m not talking about back when Saabs really were Saabs – I’m talking about the cars currently being advertised. Except for the 9-7X, those advertised as “born from jets” all have sidewinder engines. Well, except for the 9-2X – which doesn’t count because it was born from a flying vagina.
More obnoxious than all of these are the Ford commercials flat out stating that buying a Ford truck makes you a badass. Unbelievable.
For example – the one where the gang of (obviously) Harley riders are busting down the lonely desert road heading for a distant roadhouse. After they pull into the parking lot they notice the lot contains nothing but black Ford trucks, including – gasp! – a Ranger. One of the bikers then proclaims “I ain’t goin’ in there!” while making a little girl scaredy face. Effing embarrasing.
To me they’re going after the lowest common denominator and their recent sales reflect this. The typical factory worker (hard working as I’m sure they are) is being forced out of the new vehicle market and taking Dodge and Ford sales with them.
The Lexus X-Mas commericals may be corny as hell but they’re advertising to an audience that actually CAN give a new car as a gift.
As far as the gay bashing commericals go – I don’t agree with it, but it may be commerically successful, especially in light of what’s going on over at the glass house regarding their gay marketing efforts. But once again, Dodge is going after the guy that likes to squeal his tires as much as possible pulling out of the factory parking lot in the industrial park…..
Oh and giid call on the ‘Bold Moves’ ads that say nothing.
Seriously, what do any of those ads convey?
I fear the article we see here is rather pointless. What is the author’s objective of the article? Describing annoying automotive advertisments. Rather obvious isnt it.
So is my comment
The transmission sat next to the engine, with the two perhaps joined by a chain.
In the Saab 900’s (and i think the 99’s) the south-north engine sat on top of the transmission, not side by side, and they were linked by a chain. What a great engine.
The only thing more phony and sad than a person who thinks a truck makes them tough, is one who thinks a motorcycle does so.
The Dodge Caliber fairy commercial displays the most annoying thing for me in auto ads. They substitute the engine/exhaust noise from what sounds like the Hemi V8 instead of the 2.4 four-banger. Hyundai does something similar in their commercial where the Sonata is driving through the mountain tunnels. Credit Infiniti for producing the most accurate engine/exhaust sounds in their commercials, specifically on the FX-35.
To Saab’s credit, the 9-7X commercial was one of the few for an SUV that is not traversing some stream, or climbing a mountain…
On the other hand, the best Automotive TV commercials out right now….
I nominate the two VW “real crash” spots.
The last truly good car ad was 20+ years ago wherein Joe Isuzu blew past a 911 on the autobahn in a subcompact hatchback (Impreza?). I don’t know if it help Isuzu move any product but it was really funny.
My favorite ad in recant years is the VW ad where the guy is chucking his show in the tree and a GTI falls out. i fell off the couch laughing at that one. VW has had some pretty good adds recently. I enjoy the bullhorn ad and the Fast series was entertaining also…
The first thing that pops into my head when the guy parachutes down to the Suzuki is, “How does he get back home in the evening?”
As for the Saabs “Born from jets,” The company called Saab that builds aircraft has absolutely nothing to do with the Saab that builds cars, and hasn’t since the very early 1990s, long before any of these cars were “born.” Saab airplanes and Saab cars have no more in common than do Rolls-Royce turbofan airliner engines and Rolls-Royce cars.
I’ve also noticed the incorrect engine sound in the Caliber commercial.
I’m also the guy that can’t watch those silly car chase shows because they use helicopter footage with the helicopter noise deleted, and car chase sounds added. Drives me nuts!
just the highlight the generation gap, the first thing I thought when I saw the dude base jumping down to his Grand Vitara was, “Didn’t Poochie the Rapping Dog already take care of this eight-years ago?”
To the Extreme!!!
I’m missing something…
What is wrong with marketing trucks and cycles as masculine? What would you rather them do?
Let Dr. Z off easy. Those ads are wrong in so many ways.
People blame GM for un-Saabing Saab. They forget that Saab while independent co-developed the un-Saab Saab 9000 with Fiat.
So the transmission was entirely under the engine? Tall package. Could swear I remember seeing the transmission at least somewhat alongside the engine, but it has been 23 years since I looked under the hood of a 900 Turbo.
the Dr. Z ads at least have their theme based in reality. The good doctor doesn’t say that the rear suspension is last generation mercedes, however it is mercedes, as is the cruise, tilt and telescope, hvac controls and who knows what else in my chrysler 300. The truth is chrysler had nothing in an independent rear suspension for rear wheel drive anywhere on their bin so yes I appreciate yesterdays benz stuff at chrysler prices. As to Karl Benz inventing the motor car not founding Daimler Chrysler, that is a stretch, as KarlBenz and Otto Daimler formed MB which later formed Daimler Chrysler, the line of descent is clear and direct.
>>>Yeah, I wonder why those VW unpimp the ride commercials went away.
Probably has to do with the image that African American “pimp” their ride while VW are the brand for snobbish Caucasian “unpimp” them. Either way if any relationship like this is started, it will be a huge damage to the liberal brand of VW/Audi.
First of all, you guys need Tivo, because you’re watching way too many commercials. I’ve seen the VW crash ads, as well as the Caliber fairy ads and the Ford Freestyle divorced dad dating ad, but only because I wanted to, because I heard they were interesting. The other 90% of employee pricing/zero percent interest/summer sale garbage ads I completely miss, which is well worth $13 a month.
It will be interesting to see what carmakers do to establish brand imagery as target consumers are increasingly unavailable for TV commercials. Ferrari is probably the most successful at it, although the costs of running a Formula 1 campaign are exorbitant and inappropriate for most carmakers.
I wouldn’t be surprised to see a hookup between a youtube type website and an Edmunds.com/TTAC where people could view interesting ads from carmakers, and then, if they were interested, find out more about the car (reviews, specs, pricing, dealer inquiries, etc.). Maybe carmakers would pay enterprising amateur directors who make commercials for their cars by the number of hits they receive or buying inquiries generated.
RF: if there is a lucrative revenue model in this new world of brand development, I hope you reap the rewards — this really is a great site for enthusiasts!
So you are saying you want truth in advertising? You have to be kidding right. That’s like saying “We should have world peaceâ€. It’s a nice concept but it will never happen.
Remember their goal is to sell product not tell the truth about it.
I kept hoping I didn’t run into the Caliber fairy last week when I was driving it…
“Best car commercial ever was the dream scene for the Nissan 300ZX…now that was a commercial!”
Yep, I remember that commercial well eventhough it had very little air time. It was pulled because it promoted aggressive driving.
VW has had some great commercials recently, with the Unpimp my Ride and the one where the black and white VW enter a tunnel.
I’ve never seen this on TV, but it was on slate:
http://www.slate.com/id/2148392
“The Spot: A family drives through some gorgeous hills and along a pretty coastline, making picturesque stops at a roadside farm stand and a beach. “The Ford Freestyle crossover,” says the voiceover. “More than 500 miles on a tank of gas.” Then the SUV pulls to a stop in front of a housing complex, where the dad gets out with his luggage. “Thanks for inviting me this weekend,” he says to the mom. He hugs his kids, they say their goodbyes (“See you next week”), and the SUV drives off—leaving Dad by his lonesome. “Bold moves. They happen every day,” concludes the announcer.”
Very, very wierd commercial. Actually, what are some good commercials? It would be easier to list those, most of them stink.
I did like the “That thing got a Hemi?” commercials from DCX.
Martin nailed it – the VW Unpimp the Auto ads were the best in a long time. That’s all I could think about while reading this article…about how bad the commercials listed in the article are and how much that VW ad (and the current ones) stand out.
They’re available on youtube.com…I watch them every once in a while to get a good laugh – they’re funnier every time I watch them.
It’s de Vee-Dub. Unpimp ze auto.
I know the guy who plays the hick-kid on those Dodge commercials.
he likes ’em, too.
Jerry Weber: As to Karl Benz inventing the motor car not founding Daimler Chrysler, that is a stretch, as KarlBenz and Otto Daimler formed MB which later formed Daimler Chrysler, the line of descent is clear and direct.
If you want to play Six Degrees of Separation, I guess so. However, I didn’t say anything about Karl Benz founding Daimler-Chrysler. Dr Z says Daimler-Chrysler invented the car. Karl Benz invented the car, before there was a Daimler-Benz, Daimler-Chrysler, or anything else.
Forgive me Frank Williams, because this comment is a digression from the main topic, but one I can’t resist. Karl Benz did not invent the car. Nicolas-Joseph Cugnot, a Frenchman, did. The Cugnot Fardier a Vapeur (steam) appeared in 1769. http://www.3wheelers.com/cugnot.html
Regarding car ads, I still miss the old VW print ads from the ’60s and probably the late ’50s. Those were true classics.
Toyota has mostly missed the mark lately, but I really like the Yaris ads. Quirky, but succinct. No flashy music or loud narrative. Tokyoplastic should do all Toyota’s ads.
Nissan had two hits in back-to-back SuperBowls.
The first was a Barbie-and-Ken dollhouse animation. A tennis-playing blond, metrosexual Ken loses Barbie to a GI-Joe type doll driving a red Nissan toy.
The next year, a freshly washed black car pulls out of the car wash and flock of birds set off after it, trying to dump on it, set to the music from Top Gun and featuring the voice of John Ratzenberger (better known as Cliff Claven of Cheers) as the lead bird.
2 notes.
A. As I recall, in the DCX ad, Dr. Z says that “we” invented the automobile (not Daimler Chrysler specifically). If I’m right, then DCX is implied, but not stated. By using “we,” maybe Herr Doctor is referring to “Germans” or “people with ‘staches,” not necessarily DCX. Maybe I’m reading in too much. On that basis, Dr. Z could also state that “we” Germans invented the hybrid, since the first gas electric hybrid was made by Porsche (the dude, not the company).
B. I just read that GM, a sponsor of Survivor since it started is pulling out of this year’s race-based Survivor, although they aren’t saying why. Maybe they don’t want to be on the wrong end of this controversy.
Or maybe they saw the irony in GM sponsoring a show about the fittest winning. Given the TTAC Deathwatch parade, perhaps GM is saving their ad spend for “The biggest loser”?
Re GM’s decision:
GM spokeswoman Ryndee S. Carney said the company made the decision in the normal course of making its media buys months ago, before the show made its recent announcement.
Besides, they got off to a bad start by giving away an Aztec years ago.
Joe C,
How was giving away an Aztek a bad start?
Y’know, I’ve got to find the html tag that lets you know when my tongue is in my cheek.
Considering how automotive critics unamimously routed the Aztec, it may not have been the best vehicle for GM to choose to place on national television.
Oprah giving away a bunch of G6’s… now that was more impressive marketing.
The VW “Crash” ads are absolutely riveting. Especially the first time I saw one. Stopped me dead in my tracks.
“Unpimp” ads were also very good. Positioned the brand nicely.
Now I remember: I liked the fit ads. I don’t remember much about them except “The Fit is GO!”. As far as automotive catchphrases go, you can do a lot worse.
What was funny about the VW “unpimp the ride” ads was that while it overtly lampooned the current tuner car culture and its wholesale adoption of black slang by white, suburban teens, it also lampooned somewhat more covertly the popular stereotype of Germans as a sort of cross between a nerdy science-type and “Dieter” from the “Sprockets” sketch on late-80’s SNL.
BTW, I also forgot to mention the “Crash” ads. They are indeed riveting, if for no other reason than because other companies that use crash statistics to tout their safety record almost always use the sterile test-track image.
There was a company that made motorcycle safety gear that had a similar print ad last year. Instead of showing the rider racing along a twisty road, it depicted a rider, obviously moments after a crash, sitting on the curb with his (scuffed) helmet off, head down in his hands in obvious despair, wearing his obviously road-damaged jacket beside his bike, laying on its side. I can’t even remember the tag line, but that image was very memorable indeed.
Jerry:
Little correction: Karl Benz founded Benz & Cie., while Gottlieb Daimler founded the Daimler Motoren Gesellschaft. They both invented the modern car independently in 1886, but Benz beat Daimler by a couple of months. However, they never actually met in real life. In 1926 their companies merged and formed Daimler-Benz, which is the German part of todays DaimlerChrysler.
Hey Michael!
In ’80, I was a tech at a SAAB/Subaru dealer. The 99 and 9000 engines were indeed “South/North, # 1 cylinder was at the firewall. The transmission was directly beneath the engine. The”oil pan” surface of the block mated with a cast-in mating surface that formed an oil pan atop what was basicaly a Borg-Warner transmission, kinda like a Turbohydramatic 350 with 4 quarts of engine oil stored on its side. The bellhousing of the trans faced the radiator.
That car was a model of ingenious engineering— a toothed cable that operated the wipers, a trunk the size of Marvel Cave, a water pump gear driven from a jackshaft–lose a drive belt, the water pump still worked.
Great torque from the 2.0 engine turbo or not–that slant4 was basically half of a Scania Truck V8, and unless you ran it out of oil, the engine would outlast the vehicle.
It now seems thanks to GM’s badge-engineering of Opel Design, SAAB is but a spineless shell of its former self.
Wow, good timing with the article. Just this morning I was just looking at a Saab ad in the latest Motor Trend and thinking how dumb the ‘Born from Jets’ campaign was.
It’s true that car commercials are getting worse. But as someone said, we should point out the good ones, so here are two of my favourites:
http://www.youtube.com/watch?v=atGTL-v4qX4
I can’t wait to see how GMC, “Professional Grade”, will market their new family minivan in 2008/9. Or if Toyota will continue to sell the idea that their hybrid synergy drive will save the planet earth.
Sometimes, I really would like to sit down with advertising types when they’re brainstorming their latest ideas on how to market cars. Are they all really and genuinely so far-removed from reality? Is there nobody there with the voice of reason, of common sense? Do they all have some superiority complex that prevents them from relating to the common man?
It boggles the mind.
Here are a couple of my favorites from Honda…
http://www.youtube.com/watch?v=9OygtfK7myAh=l
http://www.youtube.com/watch?v=118Lh7jnHXI
Too bad all the creativity seems to be in England!
Advertising is client-driven. If the client believes a commercial will increase market share, it wins.
If reason and common sense were to give away at any moment that the new Brand X Model Y is really an over-priced, under-engineered POS, the agency loses a client and the spot never sees the light of day.
Thus, Madison Avenue is all about hyperbole and trying to find a new superlative and slogan that hasn’t been tried before.
Whatever “jet engineer-created” spirit Saab had has been sucked completely out of it by GM. I used to really like Saab..thanks a lot GM.
VW ads are perfect for their target audience. I think they are creative and entertaining and very effective. I’m not sure if I like the ‘car crash’ ads, though. I think they might be a little too intense.
I regret being negative, but I sense that the typical car commercial reflects the ad agency’s and manufacturer’s sense of what will influence prospective buyers. One may argue that the ad people lack talent or are not especially perceptive, but you might just as readily make the case that their cynicism knows no bounds.
As someone who’s owned Saabs for 22 years the Saablazer sends me looking for a bottle of vodka. Saab did an okay job of making a nicer truck out of a mediocre truck, but it’s still a truck. And it ain’t a Saab no matter where you put the key.
I got in one at the dealer last week while my 9-5 wagon was in for service. I’m 6’2″ and I couldn’t get the seat to go down far enough so my head didn’t hit the ceiling. I thought my 9000 with a sunroof was tight, but I can wear a hat in the 9K. I fit fine in all the other Saab models, including the 9-3, which is not large by anyone’s measure.
A friend who’s had Saabs for ages actually bought a 9-7, coming out of a 9-5 wagon. Now he has less usable space, gets 16 miles per gallon and has Chevy build quality to look forward to. He really doesn’t like it when I ask him about his Chevy. He says it’s really a GMC Envoy, as if that makes any difference!
The various Saab sites on the internet run hot and cold on the 9-7. Most people don’t like them and don’t consider them to be real Saabs. Interestingly, the Suby-based 9-2 is more or less accpeted by Saabheads, but few are interested in the Chevy. Fortunately, Saab is dropping the 9-7 and has new cars in the pipeline. Not soon enough, but coming.
While we are all jumping up and down on SAAB’s grave I think an important bit of SAAB history has been omitted from this beating of the dead horse.
Made in Trollhattan PAGE ~6 (green/light blue text)
“Once upon a time, 16 engineers were asked to design a car. Not one of them had any experience in auto-mobile manufacturing. Only two of them had driver’s licenses.”
So 14/16 of the initial SAAB engineers were unlicensed in 1945.
The Saab’s sheetmetal is most closely related to the Olds Bravada/Buick Rainier. I drove one. The structure and suspension are not remotely suitable for a Euro brand.
I doubt car commercials are getting worse. It’s just that we’re more likely to remember the really good ones as the years go by.
I think it’s telling that so many people are talking about the VW “crash” ads. Especially considering that they only rate a 4 star frontal crash test rating, in the day and age where most manufactures seem to get a 5 star.
I don’t watch much TV but did see that abomination of a commercial; “Born From Jets” sounds a whole lot better than “When a Trailblazer Humped a 9-3”.
My fave is the Mini print ad campaign, we’ll see how it does under the new agency.
What’s really bizzare about Ford’s “Bold Moves” campaign is that they haven’t made a single bold move in ten years (the ovoid Taurus, to their credit, was pretty out there). Hell, they want to show us bold? Get some unknown death metal band to shill their cars, not some middle of the road guy who won American Idol.
Did you know Hyundai and Cooper tires both run the same motto..
Hyundai: Give up nothing
Cooper tires: Don’t give up a thing
I regard both as less costly alternatives to established products. Seems only logical that both are marketed in the same manner. Pay less but believe that you are not giving up anything that you are going to appreciate.
As a long time reader of this site I should note that TTAC’s own Robert Farago actually suggested the “born from Jets” campaing.
I know it is hard to believe, but it is true. Some time ago, when the SAAB ads were mostly touting the “european mistique” and originality of Saabs, Farago wrote an article about how he thinks the various GM brands should be marketed. When he talked about SAAB he said that he isnt sure what it means to be Swedish and that GM should essentially try to sell the fact that saab used to create airplanes in addition to cars. I think he suggested that the Saabs should fear airplane-like instrument panels, etc.
Now I dont know if GM marketing execs came up with the born-from-jets idea independently (more likely) or got it from our own Bob Farago (much less likely but it would be so funny if it were true). Nevertheless it is a fact that Farago did suggest a while before it was implemented.
So, congratulations Bob for accurately predicting GM’s marketing strategy. But on the other hand (and with all due respect) I hope that having seen the adds you realize now that it wasn’t a very good idea to begin with.
That is just too funny. Need a link!
GM brought the Holden Monaro over largely because journalists kept begging them to. Then these same journalists gave it so-so reviews after it got here. At least Farago didn’t criticize the ad himself.
Maybe he just forgot that the 9-7x was around/on its way?
David Holzman:
August 30th, 2006 at 4:20 pm
“….Regarding car ads, I still miss the old VW print ads from the ’60s and probably the late ’50s. Those were true classics.”
I agree. My friend has a framed print ad for the original VW bus. It shows a front shot of the ‘wagon’, a woman inspecting through the driver’s door, and a headline that says: “If you can sell her on this, you can sell her on anything.” The small print doesn’t have any disclaimers, but a nice narrative that incorporates the van’s features into a persuasive argument that would convince your better half into putting the bus on your garage.
It takes about a minute to read through, an unthinkable amount of time for today’s advertising fodder. Today’s VW crash ads are effective, and the whole “Drivers Wanted” from the last decade helped put VW back on the map.
You know what commercials I thought were nifty? The psudeo-authoritative Mini produced Counter-Counterfeit Commision video infomercials.
I especially remember the clip of a badly disguised 80’s junk with racing stripes tapping into a brick wall and Ka-boom! For a bit they had the internet buzzing wondering how legit the video was and if could actually be purchased. I’m still wondering if you could get your hands on one..
Further to my previous comment, here is the link where Robert Farago predicted the “born from jets” campaing:
https://www.thetruthaboutcars.com/?p=642
I think it was the GM death watch part 15. Check out the second paragraph.
Frank, they just need that ad agency that Dudley Moore ran in “Crazy People” if you want to put the truth back in automotive advertising. Didn’t Jags sell like crazy in that masterpiece?
Thanks for the link.
In RF’s defense, he was suggesting that they actually make the cars more like jet fighters, rather than attempting to make people think they’re related through advertising alone.
If the cars had the substance to back up the ads, then I’d have no problem with the ads.
Rushmore9:
Ha!
“Jaguar: For men who like handjobs.”
“Porsche: A little too small to get laid in, but once you get out…”
Those would work.
The only thing any company’s commercials really are meant to do is to remind you of the existence of the company and their merchandise. You should not remember any of the details. But if a company want people to identify themselves with goods and services, show them how to use it – in a normal way. If you want to sell milk, show a person (likely to drink milk) drinking a glass of milk – not a field full of cows. If you want to sell a commuter car, show up a commuter in his/hers car, using the cars just as you would – not a bunch of crazy nerds. I don’t want to identify myself with nerds, so why is most commercials showing male nerds eating, drinking, using telephones, cars, you name it? If I really watch the commercial, and not just only notice it, most of the time I get pissed off and decide NOT to buy any of the company’s products.
Partly true.
There were many press reviews that lauded the car for its handling, power, and interior, but many reviews were influenced by so-called afficionados of the GTO that complained about the styling of the car. Soon after, it seemed that every review criticized the car’s styling and based the the overall goodness of the car solely on that.
An ironic print ad that Cadillac ran the first year they competed at LeMans, congratulated the Cadillac racing team for their effort at LeMans even though the best finishing car came in 18th.
A few pages after the ad was an Audi ad that showed a picture of the R8s crossing the finish line at LeMans and simply said; “But, we WON”
My personal favorite is the Honda “Cog” commercial.
http://www.youtube.com/watch?v=EEF0cg1j35o
Frank Williams, the 1st link in yor post was inoperable, so I hope I am not reposing. Either way, that ad is incredible and done with no special effects!
Thanks Matthew. That link was supposed to be to the “Cog” commercial. I guess something got lost in trying to copy and paste the URL.
SAAB, born from jets, and now tethered to GM’s badge engineering. This should be the byline for a quirky little car company with a rabid following. The dilution of these old iconic brands by both ford and GM will not affect the volume outcome for these super sized corporations, but they show us all what Gm and Ford will do with anything they get their hands on. Look at Rolls, Bentley, & mini, tell me if you see badge engineering in any of their products vis a vis their parents products? The answer is they are better and more distinctive products than they used to be, thus they sell and their parent companies receive kudos for great engineering.
Go here
http://www.snopes.com/autos/business/hondacog.asp
to read all about the Honda cog commercial. And how it cost six million–dollars or pounds, can’t remember–and literally took 606 takes to get right.
Terry–
You must have had a slip of the finger in your post. The 99 and the original 900 (1982 to 1993) were north-south.
The 9000 is transverse–I have 2 of them in my driveway.
The 900 was generally easier to work on as the engine bay is pretty large, although there are a few bad wrench positions. The 9K is not bad, but some things are too hard for what they are, like the t-stat, which is awkward to get at.
The worst part of that “Born From Jets” crap is that OLN had it as their major advertiser during the Tout de France. Five times per hour times 23 days.
By the end of the race, I was ready to start taking drugs.
Syke
Deranged Few M/C
Ah, I forgot another automotive advertising annoyance: The Cadillac “Led Zeppelin” ads. Hey, they may be awesome machines but even if they featured Jimmy Page himself whipping one through the twisties, it’s still an old people’s car to me.
For most of Cadillac drivers, it probably has “been a long time since I rock and rolled”.
For most of Cadillac drivers, it probably has “been a long time since I rock and rolledâ€.
Ah, now I get it!
And buying the Caddy helps them “compensate” for that.
Clever geniuses, these advertising folks!
The Cadillac “Rock and Roll” campaign ran way too long. While it was appropriate and worked at first (as far as how well advertising actually “works”), now I feel a compulsion to smash the radio when I hear that song.
“Born from Jets” just has me saying “Huh?” I think people can appreciate stretch in a commercial – especially if it’s entertaining or tongue in cheek. As “Jets” is neither, all I can figure is GM is trying to pump up the brand before they sell it. Hopefully. Put it out of it’s misery.
However, I wish I could get a 60 minute DVD of nothing but those Hummer kaleidoscopic loops. Can’t think of a cooler screen saver.
Nostalgia, anyone? Here’s a collection of TV car ads from the 50’s thru early 70’s:
http://www.tvparty.com/vaultcomm.html
enjoy!
noley:
August 31st, 2006 at 8:37 am
Terry–
You must have had a slip of the finger in your post. The 99 and the original 900 (1982 to 1993) were north-south.
Yep! I meant to type “99 and 900”, not 9000.
The last year I was at SAAB, they were dicusssing a joint venture between SAAB, Audi, and..AARRRGGGHHH…LANCIA.
Thus the 9000.
I shouldnt bitch, though…GM (by their OWN admission) used a Rover 3500 as a template for their Chevy Citation and their other cookie-cutter cars.
The specific car ads we’re all griping about are still better than the most common form of car ad: you know, the one with helicopter swooping shots of the car/truck driving on a wet road, accompanied by bad electric guitar music and non-stop announcer yakking.
And anyway, car ads in general aren’t any stupider than ads for other things – and in fact the stupidest ads I can think of aren’t car ads at all.
Overall, television is stupid, so why shouldn’t ads be too?
P.S. My all time favorite ad is for Folger’s – “Happy Mornings”. Google it.
Terry–
Yep, the 9000 is a mix–Saab, Alfa, Lancia, possibly Fiat, too. All are quite different with no carryover beyond the floorpan and some sturcture, as far as I can tell. I read a comparison of the versions when they first came out and it was Saab, then Alfa, then Lancia in terms of preference. Saab kept the model the longest, killing it off in ’98.
I wasn’t so sure about getting the 9K when I bought mine, coming out of a 900 I’d had for a looong time. But it turns out to be a pretty good beast. They have some weird quirks (they are Saabs after all!) and require some extra attention, but mine anyway work well with little more than normal maintenance. It holds a ton of stuff and I can’t complain about 28-30 mpg at 80 mph, either. I have my daughter in one of ’em and I’d rather have her in that than a Yota or Honda.
SAAB 9000:s heritage: The project was a cooperation between Alfa, Fiat, Lancia and SAAB. They shared the chassis and some other parts as doors. One review 1986 stated that, from three similar cars, they preferred the SAAB 9000 with the Lancia Thema engine and the Fiat Croma price tag. The Alfa 164 was not sold in Sweden until 1989, but it was the most nice looking from the “Club of Four”, but, as you would expect, didn’t always start in Swedish winter temperatures.
YES!!!
Chrysler suspends the Dr. Z ads while they figure out how to make them do what advertising is supposed to do:
http://www.detroitnews.com/apps/pbcs.dll/article?AID=/20060901/AUTO01/609010391/1148
The Chrysler PR office is steadily losing credibility, assuming it had some to begin with. Seems like last week they said that the Dr. Z ads were doing great and that they were sticking with them for the long haul.
Later 9000s looked like Saabs. But I remember checking out the 1986 car: very generic, if intelligently designed. The 900 had 10x more character. I remember that they didn’t sand the welds on the 900 body so they’d be as strong as possible. At least that’s the reason the salesman provided for the lumpy welds.
Getting back to the topic at hand, it seems advertising campaigns (like the ones we’re talking about) aren’t so much about direct selling as they are about creating a recognizable identity for the product.
In some ways, they are almost deliberately self-parodying. The Hummer H3 ads, for instance seem to be, on the one hand, a backlash against the sanctimonius, excessively-PC Anti-SUV sentiment, and on the other hand, a sort of deliberate caricature of SUVs themselves, as if they’re saying with a sly wink, “isn’t it silly how people think buying an SUV will make them feel like a tough guy/chick?” The Dodge Caliber “not cute” commercial seems to be doing the same thing, i.e. trying to place their product as a “tough” car while at the same time lampooning the commercial campaign itself.
Of course, knowing this also makes the odd campaigns like Ford’s “Bold Moves” seem even weirder. What, exactly, are they trying to say? That Ford drivers are the kind of free spirits who try to pick up guys at the dry cleaners? That they take their ex-spouses on family weekends? What is it that makes that “bold?”
The twin “Dr. Z” ads and “Mercedes at the drive-thru” ads from DCX seemed to be designed to weld the two companies together in the public mind, which seems like a smart move for Dodge/Chrysler/Plymouth and a pretty stupid one for Mercedes.
What boggles my mind is that a room full of presumably smart and experienced people apparently approved these ads. I’d love to know what they were thinking.
The VW “Crash” ad is great. It is also true. My two daughters experienced the same crash – Their Jetta was T-boned by a car taveling aproximately 50 MPH. The Jetta was destroyed after landing in a ditch, but both daughters (driver and passenger) were fine – not a scratch, but very shaken.
I think of car companies are like Hollywood. They are morally bankrupt of ideas. After 100 years of advertising cars in the US these companies have tried everything and anything. In the last decade they have turned up the volume and mixed sports and pop music into the mix. The car seems to be forever in the background. Just as hollywood has had sequels to all of their original hits, Detroit keeps beating their dead horses in a louder and more objectionable way. I think we the customer, the ad producer, the ad buyer, in other words everyone knows these ads are crap, it’s just can we shout louder than anyone else and be heard.