Like a lot of writers living in Southern California, I’ve worked on many car accounts. From top end $90,000 luxury vehicles to $14,000 coffee-grinders, I’ve written it all.Commercials, collateral, radio spots, print ads, online banners, interactive content, Twitter posts, Facebook posts, outdoor, customer kits, dealer kits, CPO kits, sale kits, employee bonus kits, warranty kits.
Oddly enough, no matter the price or quality of the car, they all have something in common. The words used to describe them.
Pick a car, any car. I bet it’s exhilarating. It’s probably also a leader in innovation. No doubt it’s been engineered to maximize your driving experience, and designed to turn heads as well as corners.
Let’s not forget the fact it’s also loaded with state-of-the-art technology, as well as class-leading aerodynamics whose job it is to keep you connected to the road. How else could you get a car that makes setting the standard, standard.
But there's no point to any of it unless you're around to enjoy it. That's why the car you're thinking about is loaded with the latest active and passive safety features.
The cars come with airbags. The agencies come with windbags.
Differentiating parody products - different brands with the exact same features - has always been a problem in advertising. Often the only thing that does it is the quality of the creative idea, the consistency of the execution and the personality it establishes for the brand.
I bet you know what BMW builds. But I'm fairly sure you aren't nearly as familiar with the tagline Toyota - which builds awesome cars for all income levels - just spent millions to introduce.
Unless there's a real product difference, almost every category from athletic shoes to cars to fast food use the same words to describe their product. Which makes it even harder to tell them apart.
Sort of like ad agencies.
