Comment by Michael B. Moore on March 3, 2011 at 8:15pm

Here's a great specimen to examine for those us who enjoy dissecting these things.  It's a two minute Chrysler Super Bowl commercial for their new 200 model.  Let's analyze it through the lens of my 'Drivers' of advertising success.

1) Effective Strategy: Does this commercial emanate from sound strategy - solid consumer insights that have the ability to drive consumers to the showrooms?  I'm not sure.  Clearly, Detroit is the big focus here.  That city has suffered perhaps more than most throughout this country's current economic decline.  It is the historic heart of the American automobile industry.  It seems to personify grit and perhaps even grime.

At the end of the day, I don't think this imagery is enough to sell.  Despite them addressing the issue, I'm not sure that the counter-intuitiveness of “Detroit” being connected to “luxury” even makes sense.  Would most Americans want a luxury car just because it comes from Detroit?  That seems to be the bet that Chrysler makes here.

2) The Big Creative Idea: Detroit itself is the BCI; perhaps more specifically even - the line: "Imported From Detroit".  It's cool.  Yes.  I'm not sure its relevant enough to the average American auto consumer though.  We may sympathize and commiserate with Detroit, but simply on that premise, will that move us to buy a Chrysler as a result?  I doubt it.

It seems to me that in this bleak economic atmosphere, if Chrysler wanted to pursue a geographic approach, that they might have gotten greater "legs" out of a "Made in the USA" message.  They could have still layered Detroit in there to spice the message up a bit.  People are struggling all over the country though.  Do people who are struggling in, say, Scranton, really care that much about Detroit?  Not sure.

3) Brand Ownership:  The ad does a good job here.  I have no questions about what brand and product are being sold.  There are some attractive, but subtle 'beauty shots' of the car.  At the end, the spot does a great job of creating real ownership of the spot and the message.  

4) Emotional Hooks:  Does the spot resonate emotionally?  Yes, if you're from Detroit!  There are some great images throughout the ad of places that, if I were from Detroit, I know I would respond emotionally too.  I'm not from Detroit, so they carry very little/no meaning for me.  In this way, the ad seems to be really more of a tool designed to raise the spirits/morale of Chrylser employees than anything.  They are clearly talking to themselves here and not to the 98% of consumers who do not live there.  Great cinema.  Beautifully shot.  Just not particularly meaningful unless you have a direct connection.

Further, Eminem is a notable character to have in the spot. He is DETROIT hip hop.  Is he an appropriate person to represent the brand and the car though?  I don't know.  If Chrysler is trying to imbue their brand with some edge and "umph", then perhaps.  But then, wouldn't he be a better fit for the Dodge brand than for middle of the road Chrysler?  Not sure.

5) Brand and Product Pay-Off:  As mentioned, there is effective brand ownership of the spot.  Is there a product pay-off?  Is the product positioned to be the unique solution to a specific consumer need?  No.  In this way, the ad is really more of a brand statement - with a product mention.  In fact, there seems to be something of a disconnect between the stature of the ad and the product.  This ad feels rather BIG.  Its two minutes long.  It's quite dramatic with an oversized stature.  This may be a minor point, but the ad seems over-the-top to market a new mid-tier car.  I understand the 200 replaces the Sebring.  Is the 200 that much bigger to the company, and as an engineering statement, than its predecessor?  Probably not.

This ad is another example of great micro-cinema.  I would actually love to see this on the big screen.  It's attractive to look at.  It's entertaining.  It is bold.  I love the music.  I might even download it onto my iPod.  It reminds me of a "mood piece" for a new movie or TV series.  It just doesn't work very well for me as a strategic marketing tool.  The Big Creative Idea overpowered the fundamentals of sound advertising - the strategy, the consumer fundamentals, etc.  Romanticizing Detroit just doesn't seem to be a sound platform from which to sell the 200 - at least outside Detroit.  The ad reminds me visually, and in word, to the Delta ad that was something of a self-indulgent, ego-centric piece that arguably seems directed more inward than out.  Now there's nothing wrong with an ad with that type of approach.  One might just question whether the Super Bowl is the best venue for that.  

Comment by Gunnar Branson on March 8, 2011 at 11:30pm

I agree with your thoughts above.  This is certainly a difficult ad for selling anything.  

However, I wonder if the strategy is designed to set the stage for more ads to come.  I found it interesting that the entire piece shows a drive to a theatre.  The chorus seems to be at the beginning of something, not the end.  Eminem is introducing something, not finishing it. As you pointed out, the line, "Imported from Detroit" is very cool - but I also wonder if it might have legs for a future "show" still to come.

Identity with Detroit doesn't have to be a negative.  For those of us who don't live there, it could be seen as a mysterious and dangerous place where change happens, where heroic people make something out of nothing. For decades now, the US auto industry has apologized about Detroit instead of celebrating it.  The resilience, the toughness and the passion that leads to a Phoenix rising - can certainly apply to luxury - but...it has to be a different kind of luxury.

They should do everything they can to separate themselves from other luxury brands.  To some extent, they are doing that with the muscle-car design notes and the use of Eminem as spokesperson. It is different - but it is also backward looking.  The future does not belong to engines, it belongs to electric motors.  If they could illustrate the transformation of Detroit from the maker of internal combustion engines to the makers of batteries, they might have something differentiated from the brands of BMW and Mercedes.

By the way - there's no reason why electric cars should be positioned as effete. If Chrysler were smart about this, they could own a more muscular interpretation of electric.  Saving the world is besides the point...kicking your head to the back of the car every time you touch the accelerator is the benefit of electric motors that needs to be explored, expanded and touted by the American car companies.  The design of the Volt is an interesting start down that road, and I wouldn't be surprised if we see more of it in other companies like Chrysler.

Is this ad successful?  If the metric is defined as "setting the mood for something to come later" - maybe.  If we judge it as an advertisement - I agree with Mr. Moore probably not.

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