Make Marketing Authentic?
Yes, it is a bit late in the day for car ads to jump on the knowing-ness bandwagon, but this one seems to me to manage to be self-deprecating without being self-denigrating. While it might exude a little self-satisfaction when viewed in isolation, it's a beacon of sobriety by comparison with most other car marketing.
In an age of mass comment, isn't it strange how much marketing continues to be inauthentic? Be it pristine interiors, fake beauty or prettified food, the obsession is all too often with an aspiration that is likely to be perceived as ridiculous.
The thinking behind the marketing may well be sound, but the deception of the customer or the self-deception of the marketer so often undermines it. There is a difference between dreams and fantasy. Credibility is key.
posted by john dodds @ 9:05 AM
2 Comments:
Do you honestly like it?
Given Volvo have been making shit like that - but without the irony - it might of been better if they'd started the whole thing with 'an apology' and then they could at least start making noises about it being a car for people who don't need pathetic advertising promises to fulfill something they feel they're missing.
Or am I missing the point?
I do inasmuch as it's better than most car advertising - though I always see that stuff as post-purchase reassurance.
But really, I was more taken by its contrast with a lot of advertising that I've seen lately in various categories. Advertising that glamorises stuff that just will never be glamorous.
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