Somehow, the democrats got it right in 1992 with James Carville’s campaign directive:
- Change vs. more of the same
- The economy, stupid
- Don’t forget health care.
Well, Dr. Z and Daimler-Chrysler…. Its retail, stupid. Or more precisely, it’s…
- Make cars people want to buy
- Create TV advertising that drives sales
- Don’t forget a compelling retail message that drives people to the dealer
The Dr. Z campaign (that’s Dr. Zetsche) has been on my mind because a couple of people have asked me if I thought it was as lame as they did. I do.
Furthermore, I interviewed Ian Beavis of Kia Motors recently (I’ll post this two part interview in a couple of weeks) and he, with a bit of political correctness, also thinks that these spots are strategically unsound. The spots are decent (OK, a bit goofy), but the strategy is WHAT? Help me here.
So, do these spots work in any way? Not if you consider that July’s sales are down 17% at Chrysler Group vs. last year.
Now, one of the key questions for me is, did the agency recommend this dismal (get this!) $225 million campaign or did Chrysler make them do it? I can imagine two scenarios:
“Well, Mr. Chrysler Client, have we got a great (kiss, kiss) idea for you and it will star your German chairman and will show how tight Daimler and Chrysler really are – we’ll even try to toss in some consumer benefits.”
Or,
“Agency, I am the client and make the damn shots. I don’t want your opinion. Just write and shoot them.”
Which was it?
August 4th, 2006 at 12:30 pm
Peter.
This has to be an example of client directed work. I have to hope that the american agency did not wake up and say that the german CEO will help sell Jeeps here. unless, of couse they are kissing butt.
Josh
August 6th, 2006 at 5:54 pm
Well it might have something to do with safety when he hits the wall in the Pacifica and opens the door and gets out. If you believe that Mercedes builds great cars then you might believe that Mercedes safety would also be designed into Chrysler cars.
I work selling Chrysler products. At first I wondered about the ads also.
Have you checked out the website: askdrz.com? Kind of goofey but then it has answers to questions people ask.
September 20th, 2006 at 6:30 am
[…] A few weeks ago I wrote that Chrysler had it all wrong. To paraphrase Bill Clinton’s campaign, “Its about retail stupid.” I wrote that Chrysler’s Dr. Z campaign was too cute during the cutthroat auto sales era. Advertising Age agreed and Chrysler didn’t. In fact, Chrysler doth protested a bit too much. […]