Butz's moth: The level of car advertising has plummeted
The auto show kicks off again on March 8. So they have to go all out with the advertising, come hell or high water. But from what I've seen so far, it's more like a "sleepy-as-an-angel" ramble.
What is at stake today: none of the many car manufacturers has the courage to focus on a single core message. They all talk about all the benefits and all talk about the same euro discounts, leasing options, environmental friendliness, model diversity and endless inclusions. Apart from the fact that a car radio is also included, everything is packed into the communication. Only one brand image is forgotten. The Teaser spot from VW for the Superbowl was viewed by 3.6 million people on YouTube in one day. I wonder why? In this commercial with the barking dogs, they're not trying to tell me that the VW has 4 wheels and even a steering wheel. But how awesome VW is.
My theory is that cars have all become more similar in recent years. If someone makes a new headlight shape, it is immediately copied by many others. This problem is not recognized by advertisers and marketing specialists. This would be the task of communication to position such similar models differently. Seat is at least trying to sell me Spanish fire. When we launched Lexus on the Swiss market back then, we used the visual, tonal and perfectionist world of Zen Buddhism. Today there is nothing left of it. Everything looks the same and the advertising promises are all rational. The emotional aspects have all fallen by the wayside. The fact that a car also offers driving pleasure and can transfer an image to the owner has apparently been forgotten. "We don't make pretty pictures here. The advertising has to sell and every millimeter has to be used on paper. 1 main model, at least 6 secondary models, the Eurobonus, the warranty, etc.", is probably how the advertising manager speaks. Volvo asks me to get in using the XL60 picture (from behind). Or: I am the Giulietta. Test me. With a picture of the Alfa from behind. But not sexy at all. Or: BMW should be in top form. Chevrolet has the winter bonus to offer, but only until the end of February. All unprofiled nonsense.
There would certainly be a few words of praise to write. But I'm responsible for the moth. The stand-up was that the Cruz siblings and Till Schweiger - just as I announced as the missing testimonial for Vögele - have now been said goodbye after all.
Theophil Butz, once a star advertiser (Ringier), now an inspirer and, from now on, a mocker. "Not an easy role, but a necessary one, which I perform here every 14 days." Please send any relevant information to [email protected].
