Quote:
Originally Posted by Strongside
Great ad. Whether you like it or not, that is a great piece of advertising. They don't give a shit if white-collar city folks don't identify with the ad because that's not the core market for Ram trucks. When you can strike a chord with middle America, particularly the bible belt, by making your market feel like you truly understand them and what makes them tick, you can sell them anything.
My job is to study and create things like this and I honestly think that this will go down as the most effective ad of the SB, and will probably catch a ton of attention and awards.
Ram trucks' agency of record is the Richards group in Dallas, TX, and they work closely with farmers, construction workers, etc. to research what people in their target market want in a truck and, more importantly, what grabs their attention and makes them listen to what someone has to say. This ad didn't come out and say 'buy our trucks'. Instead, Richards Group put together something that said 'We understand you. We know who you are. We get it. We salute you. Now here's the Ram logo.'
Bravo.
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Yeah, I do some work in this area too. If you've studied this area, you've heard of "brand attribution" or "brand linkage." Essentially... if you asked somebody a few weeks from now what the remember about the ad, and who they think advertised it, what will they say? Anyone who's done this research is always shocked and surprised at how often people **** this up. It's actually really funny to read the comments.
What Dodge did today was create almost an exact ad that Chevy has been making for a few years now with their "Chevy runs deep" campaign. It will be very interesting to know how many people accidentally link this ad to Chevy.
02-03-2013, 11:10 PM
2013 Superbowl commercials
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