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. With Dr. Z: Not phony enough?
Posted Under: Advertising
I was surprised when my snotty review of the Chrysler Dr. Z ads resulted in several comments defending it. Today, however, Ad Age runs a story: “Chrysler’s Dr. Z cure fails; July sales slump; Buyers unswayed by $225M of ads or chairman, who was seen as ‘fictional.'” The story says “auto experts” now predict the campaign wil be junked.
But wait! Here’s the interesting thing. Inside Ad Age is an article about some research firm on the new wave of spokespeople who are … fictional! Apparently certain fictional characters — not the actors who play them, the characters — from Desperate Housewives, Will and Grace, and Shrek, can be more efffective endorsers than actual celebrities. (Confusingly, the top “spokescharacter” is the star of Supernanny, as “played by” Jo Frost — isn’t that a reality show?)
Maybe, then, Chrysler should not dump Dr. Z, but more thoroughly fictionalize him. Put him a sitcom, or a movie, or a comic book. He needs more of a back story, his character needs to be fleshed out. People already think he’s fake, so he’s basically a blank slate.
Maybe in the fictional version he could portray, I don’t know, the head of a popular car company.
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Reader Comments
Isn’t post-modernism fun? A few years ago I had the (brilliant but unactionable, for me) idea to start a business creating alter egos for famous people. I was thinking celebs, but spokescharacters would be a good area of focus as well. I was thinking about your Buster Poindexters, your Chris Gaines, etc. My original idea was to find a legitimate way to break out of a niche/rut, but I think the credibility issue underlies either.
I don’t know the history of the other commenters on that thread, but their attraction to the so-called “quirky character” made me wonder if they were Chrysler employees. Or, who knows, maybe he reminds them of some parental figure.
I admit I’m shocked at how much they spent on that campaign. I’m not shocked I was right, and am curious as to how fast they will be pulled.
To be fair, though, can any one campaign that’s NOT set around deep discounts or other immediate incentives really be expected to turn around sales so quickly?
I’d be pretty startled if any Chrysler employees are reading this site, that’s for sure. I think those folks meant what they said, everybody’s got a point of view, etc etc.
But I knew they were wrong!
Anyway, we’ll see if they pull it fast or stick it out. Or if they hire Steve to craft a more PoMo approach!
Wired magazine cites http://www.roughtype.com/archives/2006/05/the_love_song_o_1.php in their mag this week, where the author proposes becoming an Avatar coach as the ultimate web 2.0 business.
There is nothing new.
Maybe sales are slumping because some of the so-called ‘tough’ new Dodge cars are either cute (the Caliber) or have become the favored transport of soccer moms (the Magnum- I think this was supposed to be the manly station wagon or something…)
Dr. Z is probably gearing up for a small part in Crispin’s Burger King’s King movie, which is supposedly NOT related to BK itself.
The end of Dr.Z ads means less Randy P., the shaggy hair reporter on Z’s death drive. Poor Randy has now been abandoned by Dave Chapelle, a regular player on the DC Show, and now Dr. Z in a 8 month span. I hear there are parts at American Girl.