New Ads for Chrysler. Beauty but no Brains (Automotive Advertising)

I cut the automotive industry too much slack when I critique it's advertising. Maybe I am blinded by my love of cars, or just happy to see ads better than the crap of yesteryear. That's going to end now. I don't want to be responsible for propagating ads that don't try anything new.

I'm starting with Chrysler's new campaign running under the tag "Engineered Beautifully." There is some fun CGI technology being used in the first spot, but all the statements are ridiculously generic. Did you know Chrysler has engines that produce power but also get gas mileage? I understand that gas prices hitting over $4 a gallon this summer creates a lot of pressure on manufacturers to look fuel efficient, but it just isn't Chrysler's strong suit. I can hear Europeans laughing at the mpg numbers listed already. The sad thing is, the MDS they are featuring, but do not explain, is amazing. Their V8 motors can shut down 4 of their cylinders to return better mileage, and then start them seamlessly again under acceleration. Cool stuff.

The only item in the first spot that caught my eye was the swivel and go seating available in their Town and Country minivan. That would be useful for long road trips with the kids. (As long as they don't get carsick facing backwards like I do)

The second spot features the new Sebring hardtop convertible which will always look like a rental car to me unless some seriously sexy redesign comes in the future. The dangers of massive fleet sales are lasting. The ad creates a small amount of drama with the music and editing but lacks subtlety, and insults my intelligence. "Press the key" says the ad. We are then shown some Sebring top opening footage. I already have made the connection that their is a button on the key that allows you to open the top, but apparently the ad still needs to say "and the hardtop retracts." We have a term for this in the business. See and say. I don't want to feel like a 5 yr old child being taught the features of the Sebring. We then get this dualism with "Turn the key" and another result. I want to be responsible and not force the horsepower wars to continue, but 235 horsepower just isn't that exciting anymore. Maybe I'm spoiled.

The 3rd spot for the Chrysler 300 has an advantage. The 300 is a gorgeous sedan. Otherwise not much to this spot. It doesn't create an emotional connection, it doesn't build any brand image, and it certainly doesn't do anything new and exciting in the way these things are presented. I know a lot of people capable of editing stock car footage, adding snappy music, and plopping in attempted witty copy lines. Not impressed.

The last spot claims Chrysler proves you don't need an import to get great mileage, but then shows mpg's of 28, 29, and 32. The first statement has become null and void at this point, and to top it off we get some selling offers with financing and cash back, which of course helps tarnish the brand image a bit more. Hi, were a domestic brand, and we're needy.

Manufacturers need to realize that automotive purchases are still a hugely emotional. I can't remember the number of times I have recommended the "best" vehicle (most awards, positive reviews, reliability ratings, wins in comparison tests, etc.) to someone only to have them buy something else they liked all along, regardless of the evidence. I'm not saying all the wonderful information available to us today doesn't come into play, but it does come second to the heart in many occasions. If your automotive ads can find a connection with the emotional side of people more effectively, you're golden, especially for companies that aren't superior to their competitors on paper. There are intangibles associated with every company that can make or break that purchase decision. Start the imaginary construction.