“imported from Detroit”

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New Cadillac Spots

I wrote Friday about the new Cadillac campaign, sight seen. My qualm was actually with the quote by Publicis’ CEO who intimated image, not car sales, was the point of the work.  I get image. It’s an important got-to-have, but it’s not the primary reason for advertising. Image and an on-brand strategy message are imperatives. Not, however, at the cost of selling.

The Cadillac ad I watched last night on the Oscars was lovely. Of the time. Its heart was in the right place. The product manager/client made the agency show, at least, some old Cadillac cars. But how hard would it have been to show a new model at the end of the spot? Even grayed out a bit? As mentioned Friday, Cadillac’s challenge the past couple of years has been inelegant car designs. Not showing the new model car almost makes me feel, it’s still a challenge.

Then Cadillac ran another ad introducing the Escala. (Watch the second commercial on YouTube link above.) It’s product first. Product forward. And the car design is huge. Exhilarating.  These two execution could have ben combined a la the “Imported From Detroit” spot from years ago. That would have been some ad craft.

Peace.

 

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Music in Advertsing.

It is that time of year when people start talking about the “bests.” In advertising, most agree the two best spots are Deutsch’s Darth Vader spot for Volkswagen and Wieden and Kennedy’s Chrysler ad with Eminen “Imported From Detroit.”  Both are car ads but in my opinion what sets these spectacular efforts apart is the use of music.

Music was once a much bigger part of advertising than it is today. Often, it’s a throw-away now.  Big ad agencies used to have large music departments with recording studios, op boards and lots of seats for musicians to sit in while awaiting auditions.  Today music departments are on someone’s computer. When the spot is 65% complete someone might ask “What kind of music bed do we need?”

Muscle memory is something I always have my clients aspire to in branding and advertising.  Associate your work with clear ideas, images, turns-of-a-phrase or something to hum.  When I hear Eminem these days I’m ready to buy Detroit. To buy Chrysler. I’m thinking Kid Rock and “In it to win it like Yserman.” Imported From Detroit was is a brilliant brand strategy – but the spot was even better.  Poetry and music are still the best ways to deliver a sale. Peace.  And RIP Police Officer Peter Figoski.

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