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Unformatted text preview: Pushing the Boundaries of Creativity to Absurd Levels Why So Many Automotive Ad Strategies Miss the Mark By Al Ries Published: May 28, 2006 Jean Halliday's car-ferret story last week about the ad tinkering that goes on in Detroit struck a nerve with me. Not only do auto advertisers skip from slogan to slogan, they also push the boundaries of creativity to absurd levels. For a number of years now, I've been collecting advertisements that are over the top. In other words, ads that seem to have been created for creativity's sake only. Over-the-top ads Guess what? Ninety percent of my over-the-top ads are automobile ads. If BMW is the ultimate driving machine, then the auto world is the ultimate creativity machine. Some of my favorites: "Let engine cool before kissing." Chrysler. "Insects call it the widowmaker." Mazda. "You've practically lost your license just looking at it." Mitsubishi. "Is it OK to say 'balls' in an ad?" Cadillac. "The kind of acceleration that makes nice people say bad words." Lexus. "The kind of acceleration that makes nice people say bad words....
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- Fall '07