Rant: What is up with the car-ads that try to make cars "cool" for one race? - FMVperformance.com : The site for all your Ford Mazda and Volvo needs
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post #1 of 15 (permalink) Old 01-06-2006, 10:24 PM Thread Starter
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Rant: What is up with the car-ads that try to make cars "cool" for one race?

Geeeez!!!!!! Last I checked mass market cars aren't "cool" for a specific ethnic group.* Sure, you can make cars for general groups through age or income - but trying to make a car "cool" is going too far now.

Since when did it become en vogue to make something "urban cool for african americans."* *All these ads that are blatantly targeting black people are getting too frequent and too amazingly messed up.* I just saw an ad for a Chevy Tahoe that was aimed squarely at black people who want an urban-cool truck.* It's a freakin' TAHOE!!!* How does it help sell cars to make it seem like the TAHOE is an urban ride?* They put an advert together with nothing but black people - and they have the R&B soundtrack going - but yet - I have no clue what they're really trying to accomplish other than wasting ad dollars.

I thought there was a period in time when they learned that targeting ads at one race wasn't a smart idea (namely - all white people).* Now, it's all black people - and even worse - they're trying to make an image of the car or truck that is just rediculous.

I first started noticing the blatant attempts staring up back with the Ford 500; They had some well-dressed black man get into his Ford 500 after they have a not-so-well-dressed black man trying to trick a hot black woman that the 500 was actually his ride.... of course, they throw in one random dopey-white-guy-construction-worker who is oogling at the Ford as well.

Then you have the Dodge Charger ad with the black businessman getting into a charger only to be transformed into a black-cool-dude.* They throw in a black woman looking all impressed as he zips on by.* And they top off the ad by showing the dodge charger blowing by a "ricer asian guy" and making his face look like he got punched.* Sweet.

Then you have the new Ford Explorer ad with a R&B song thumpin' and the lyrics saying something like "the king has come home" or something.* Again - they gotta show how the car is a family bling-mobile with all sorts of fancy head-turning gadgetry.* The the same with the Fusion in another ad.* Ford even paid Funkmaster Flash or whatever to pimp out a Fusion so it would be cool and stuff.

Jeep didn't spare any effort making the new Commander an "urban gangstermobile" - no need to get into that...

And now - a TAHOE!* What the hell?* At least Hummer and Mercedes are staying out of this... they'll let their customers decide what they think is cool; they're focused on selling the car instead of selling a false image.* And yet - 50 Cent will keep on rapping about his Benz - and that's okay.

Prior to this, the last time I saw a car company actually *try* to make a car cool for a specific race was the Lincoln Blackwood.* This came out right after the Navigator and Escalade hit it big with the "urban" crowd.* If you went to see the Lincoln displays at the auto show - they even had classy-dressed black guys talking about the car instead of the run-of-the-mill-smiling-model-woman.* The Blackwood flopped like mad... you can't make a car cool through marketing.* Sheesh - didn't Detroit learn this yet?* A car becomes cool if it hits the cool factor - it isn't cool because of some lame ads.... they fail to address that beyond the ads - it's just a bargain SUV, sedan, or truck.

There have always been ads where they want the target customer to feel some connection with the actor; and I'm not denying this.* You don't show a mini-van ad with a big burly biker dude getting out... and you don't show a Buick Rega and then let a skinny Asian guy get in.* And for the general cars - they show Silverado ads with an african american driver - or a Ford Taurus with a hispanic family inside.* But this new attempt to draw up some rather generic rides as being "cool" is taking it too far.

Make the cars good to own before you try to make them "cool" to own. Argh!!!





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post #2 of 15 (permalink) Old 01-06-2006, 10:32 PM
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Re: Rant: What is up with the car-ads that try to make cars "cool" for one race?

As far as the Tahoe commercial, I think GM is trying to show that the new Tahoe can be a cheaper substitute for the Escalades that you see all the 'high-end' people ( such as celebrities, usually black...(no stereotypes were intended ) driving. I admit that the Tahoe looks nicer, but the above statement is exactly what I thought when I first saw the commercial.

I think Mazda tried to make the 3 look 'cool' in their commercials also, but they didn't use a particular segment of people to portray this

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post #3 of 15 (permalink) Old 01-06-2006, 10:37 PM Thread Starter
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Re: Rant: What is up with the car-ads that try to make cars "cool" for one race?

^^^ Heh, that original Mazda3 Zoom-Zoom ad (the one with the dude who is dreaming about meeting the twins in Chicago) actually turned 2 people I know away from buying the car...

It was discussed briefly here:
http://www.mazda3forums.com/index.php?topic=5384.0

If I remember correctly - the two people who were turned off by that ad said "what the heck - they want you to think only retarded materialistic people buy that Mazda3?* Maybe the car just looks nice and is really just a piece of crap.* I'll go get a Civic instead."* And they did get Civics... go figure. Too much "zoom-zoom" and not enough talk about what made it a good car to own..... and having a good reason to own is pretty important to most people.


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post #4 of 15 (permalink) Old 01-06-2006, 10:41 PM
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Re: Rant: What is up with the car-ads that try to make cars "cool" for one race?

[quote author=holeydonut link=topic=37068.msg536056#msg536056 date=1136605073]
^^^ Heh, that original Mazda3 Zoom-Zoom ad (the one with the dude who is dreaming about meeting the twins in Chicago) actually turned 2 people I know away from buying the car...

It was discussed briefly here:
http://www.mazda3forums.com/index.php?topic=5384.0

If I remember correctly - the two people who were turned off by that ad said "what the heck - they want you to think only retarded materialistic people buy that Mazda3? Maybe the car just looks nice and is really just a piece of crap. I'll go get a Civic instead." And they did get Civics... go figure. Too much "zoom-zoom" and not enough talk about what made it a good car to own..... and having a good reason to own is pretty important to most people.
[/quote]

I admit that I didn't like the commercials that much either (thought the twins guy looked sort of dorky ), but I was more focused on the parts where they showed the features of the CAR. The 'newer' commercials with the guy and girl in a hatch and sedan in the city are a bit better.

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post #5 of 15 (permalink) Old 01-06-2006, 10:50 PM Thread Starter
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Re: Rant: What is up with the car-ads that try to make cars "cool" for one race?

[quote author=lmp180psu link=topic=37068.msg536064#msg536064 date=1136605290]
[quote author=holeydonut link=topic=37068.msg536056#msg536056 date=1136605073]
^^^ Heh, that original Mazda3 Zoom-Zoom ad (the one with the dude who is dreaming about meeting the twins in Chicago) actually turned 2 people I know away from buying the car...

It was discussed briefly here:
http://www.mazda3forums.com/index.php?topic=5384.0

If I remember correctly - the two people who were turned off by that ad said "what the heck - they want you to think only retarded materialistic people buy that Mazda3? Maybe the car just looks nice and is really just a piece of crap. I'll go get a Civic instead." And they did get Civics... go figure. Too much "zoom-zoom" and not enough talk about what made it a good car to own..... and having a good reason to own is pretty important to most people.
[/quote]

I admit that I didn't like the commercials that much either (thought the twins guy looked sort of dorky ), but I was more focused on the parts where they showed the features of the CAR. The 'newer' commercials with the guy and girl in a hatch and sedan in the city are a bit better.
[/quote]


Yeah - but in the "twins" ad - they really just talked about the DVD Nav and other gagets - not really the overall driving and motivational sales pitch that car ads really need to be.

Have you seen what Hyundai is doing lately? They show their car - but they make sure you get it that the car is safe to drive, a good value, economical, reliable, well-built, etc. You look at more mid-priced cars - and they talk about all the features; but they make sure you see that it's an overall ownership experience that you will enjoy when you get the car.

I guess the Tahoe ad and the Ford 500 ad that I mentioned do show off the features. But they do so in such a fractured manner that it's hard to follow. And by purposely making the ad so ethncally-homogenous; I think the point of the Tahoe and 500 got lost entirely. Did you know the Ford 500 AWD is a cheaper buy and a safe car compared to a RWD Chrysler 300c at the same price? Yeah - most people don't because they're too busy trying to make the 500 look "cool."

Only after you move into the luxury brands (Lexus, BMW, etc) can you then rely on an emotional impulsive buyer. That's why the Lexus "give your spouse a Lexus" ad campaign is so effective (December is Lexus' top-selling month).

Very few people who worry about making rent go out to buy a car based on emotion. And if it's a car that you buy for your kids - there needs to be talk about how the car is safe, reliable, *and* cool.


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post #6 of 15 (permalink) Old 01-06-2006, 10:59 PM
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Re: Rant: What is up with the car-ads that try to make cars "cool" for one race?

[quote author=holeydonut link=topic=37068.msg536079#msg536079 date=1136605858]
[quote author=lmp180psu link=topic=37068.msg536064#msg536064 date=1136605290]
[quote author=holeydonut link=topic=37068.msg536056#msg536056 date=1136605073]
^^^ Heh, that original Mazda3 Zoom-Zoom ad (the one with the dude who is dreaming about meeting the twins in Chicago) actually turned 2 people I know away from buying the car...

It was discussed briefly here:
http://www.mazda3forums.com/index.php?topic=5384.0

If I remember correctly - the two people who were turned off by that ad said "what the heck - they want you to think only retarded materialistic people buy that Mazda3? Maybe the car just looks nice and is really just a piece of crap. I'll go get a Civic instead." And they did get Civics... go figure. Too much "zoom-zoom" and not enough talk about what made it a good car to own..... and having a good reason to own is pretty important to most people.
[/quote]

I admit that I didn't like the commercials that much either (thought the twins guy looked sort of dorky ), but I was more focused on the parts where they showed the features of the CAR. The 'newer' commercials with the guy and girl in a hatch and sedan in the city are a bit better.
[/quote]


Yeah - but in the "twins" ad - they really just talked about the DVD Nav and other gagets - not really the overall driving and motivational sales pitch that car ads really need to be.

Have you seen what Hyundai is doing lately? They show their car - but they make sure you get it that the car is safe to drive, a good value, economical, reliable, well-built, etc. You look at more mid-priced cars - and they talk about all the features; but they make sure you see that it's an overall ownership experience that you will enjoy when you get the car.

I guess the Tahoe ad and the Ford 500 ad that I mentioned do show off the features. But they do so in such a fractured manner that it's hard to follow. And by purposely making the ad so ethncally-homogenous; I think the point of the Tahoe and 500 got lost entirely. Did you know the Ford 500 AWD is a cheaper buy and a safe car compared to a RWD Chrysler 300c at the same price? Yeah - most people don't because they're too busy trying to make the 500 look "cool."

Only after you move into the luxury brands (Lexus, BMW, etc) can you then rely on an emotional impulsive buyer. That's why the Lexus "give your spouse a Lexus" ad campaign is so effective (December is Lexus' top-selling month).

Very few people who worry about making rent go out to buy a car based on emotion. And if it's a car that you buy for your kids - there needs to be talk about how the car is safe, reliable, *and* cool.
[/quote]

Good Points....you should work for the marketing dept of Mazda (or another company)

I think Hyundai is catering to a different segment than Mazda. Hyundai is trying to satisfy the 'family'/non-enthusiast who want safety, comfort, reliability. Of course Mazda wants to have those things in their cars too, but their target audience seems to be the younger/younger at heart people who wants the 'Zoom-Zoom' driving experience, and all the newest 'gadgets', so they develop advertsing showing that . Maybe that is not the right direction for Mazda, but that is the impression I get.

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post #7 of 15 (permalink) Old 01-06-2006, 11:09 PM Thread Starter
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Re: Rant: What is up with the car-ads that try to make cars "cool" for one race?

I applied for Mazda of North America - I got no reply

Yeah - they have the Miata and RX8 that satisfy that... and I think the RX8 ads did an amazing job in getting people interested in Mazda as a brand. I haven't seen an new Miata ads yet though.

But the zoom-zoom wore off so fast on the Mazda6.... and that car's supposed to be a bread-and-butter sedan that makes money. I mean, sales are in the crapper for the 6... people don't feel the zoom-zoom in it anymore - so they're not buying the Mazda6. I hope the same doesn't happen to the Mazda3 - because there are so many more reasons to buy a Mazda3 instead of just some zippy, colourful ads.


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post #8 of 15 (permalink) Old 01-06-2006, 11:25 PM
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Re: Rant: What is up with the car-ads that try to make cars "cool" for one race?

I agree about the Mazda6....I went to the dealers around here on Sunday to see if they had any 3 GT hatches, and some of the prices on non-Speed6's were around 28K.. I was a lot shocked. Not sure if they are overpricing the 6 or what but the $3000 rebates show that the 6 needs help. Maybe a slightly larger version, while still keeping the sporty image would help to better compete with Accord/Camry/Sonata? I don't like the styling changes on the 06 6's either but that is another story I guess.

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post #9 of 15 (permalink) Old 01-07-2006, 03:24 AM
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Re: Rant: What is up with the car-ads that try to make cars "cool" for one race?

i saw this car commercial the other day..it was all flashy and fancy, with shots of the car speeding along and all that crazy camera work..but thing is, they never actually showed the car...like wth doe sit look like?? horrible commerical..i don't understand car-ads, they confuse me
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post #10 of 15 (permalink) Old 01-07-2006, 04:00 AM
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Re: Rant: What is up with the car-ads that try to make cars "cool" for one race?

I always find marketing to be weird in general. Supposedly, most marketing efforts (whether it be TV ads, "paper" ads, pop up internet ads, etc.) yield a very tiny percentage of positive response. Think of how many pieces of marketing media actually keep you interested. For me, it's very few, since I generally hate anything that will fall into a marketing category.

With all of this in mind, I'd be willing to bet that there are people who will see those Tahoe ads and run out and buy one because of the fulfilling emotional experience they have from viewing it. My guess is that somewhere along the way the numbers on the decision to make this ad looked good to the GM marketing department.

Marketing is generally a bunch of exaggerated BS. Just give me a list of facts and some pics -- that will be sufficient for me to consider your product, thank you!


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