Dr. Z Ads On Hiatus
Chrysler’s two-month, $100 million ad campaign starring charismatic and heavily accented chairman Dr. Dieter Zetsche has been put on hold while the company thinks of a way to bring it back successfully. The series of ads has been one of our most commented on posts related to advertising and has strong advocates and detractors alike.
We thought the concept was a good idea but the execution — and non-stop bombardment — had us feeling like the good doctor had given us an overdose of sly wit.
This is not a small failure. Chrysler thought the Dr. Z campaign — and its corresponding website AskDrZ.com — would be a smash leading into a fall that sees new products like the Dodge Nitro compact SUV, Chrysler Sebring sedan, all-new Jeep Wrangler and Wrangler unlimited and the Jeep Patriot. Instead, its lukewarm reception during the summer sale season has the company looking at new ways to make Zetsche more engaging. We’ll suggest simply showing off the products. Meanwhile, here’s a concept off the top of our heads: Dress up the Hemi-guy in a suit, give him a fake title — like “Chief Hemi Officer” — have him speak like a college grad, and then have him introduce the new vehicles as a deadpan pitchman. At least everyone can understand what he’s saying and it’ll have some resonance with viewers.
[Chrysler Suspends Dr. Z Ads; Return in Works, The Detroit News]
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The biggest problem I had with these ads are that they homogenized three brands that have discrete, well-defined markets. Simultaneously trying to sell testosterone dripping Dodges, metro-sophisticated Chryslers, and, um, lesbian chic Jeeps just doesn't work. Of course Ford and GM don't get it either.
The other thing that really annoyed me was their need to tell everyone that the Charger: legendary American muscle car, NASCAR hero, is really just an old Mercedes. Grrrr.
I do like the Dr. Hemi-guy add idea. I think the story should be that the DCX shareholders make him the CEO and Dr. Z can go spend his days with Lee Iococca. It won't sell cars, but it could be entertaining.
Bringing in the Hemi guy reminds us of that Dodge Demon/Duster that got trashed in previous ads,and I bet most buyers would rather have a 340 Duster than a Sebring anyday.Car companies like to brag about their past,but it usually makes their current offerings look cheap-o in comparison.Lose the German guy,lose the Hemi guy,and maybe harken back to the good times with the Dodge Boys and "Move up to Chrysler" ads....but do not under any circumstances mention a previous model or even show a still photo of one.