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Would you show the plot and climax in a movie preview?
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Posted by Topher (more from Topher) on Fri, 21 Oct 2005 12:58:19 Share Post by Email
In Reply to: Commercial S*CKS -- image, LITTLE product, Pete Saab 9-5, Fri, 21 Oct 2005 09:50:09
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No you wouldn't.

This is typical of advertising. When Nissan launched the new Shift_ campaign in 2002 the launch ads didn't even show the vehicles. One was a bi-amputatee climbing a mountain. This is a teaser, an introduction, a preview.

Companies do this to break the new slogan, tagline, theme...you name it into the consumer's mind. Make's the change less abrubt.

So what we saw...if they even run it in the US is not atypical. The spots and creative following the initial launch will (likely) focus on the features and show more of the car.

The Infiniti ads were from the early 90's they haven't even been around for 20 years. Plus Lexus was established before Infiniti...in addition Toyota is much larger than Nissan.

Finally, Lexus sales are up 4% calendar year to date while Infiniti is up 8.5%.

Saab's brand won't be killed by advertising. If anything Saab's brand will be killed by bad products, distribution or decisions.

I work on at an ad agency on an automotive account and I have to study these things every single day.

Have a great day and rest easy that the brand will not be tarnished by the advertising.

end rant.

Chris

posted by 205.153.10...

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