Showing posts with label Dodge. Show all posts
Showing posts with label Dodge. Show all posts

Monday, October 7, 2013

Will Ferrell Does Not Drive a Dodge Stratus

If you ever watched Will Ferrell on Saturday Night Live before he became iconic movie characters such as Frank "The Tank" from Old School or Ricky Bobby from Taladega Nights, you'll recall he was normal dad Ted sharing his day at work with his family at the dinner table.

Fast forward to this week where Dodge Stratus driving Division Manager Ted is transformed into the uber essence of raw maleness as Ron Burgundy from the film Anchor Man 2. Dodge shot 70 ads with Ferrell to launch the new Dodge Durango where we learn about neglected features like the glovebox and how many "EM-Pah-Gahs"the Durango gets.

The ads are memorable and one of the better movie and vehicle promotional ads I've ever watched.  Take a look for yourself and enjoy the Durango and a lot of maroon suit fabric to keep even the most jaded marketing professional smiling.


Tuesday, July 19, 2011

Chrysler Group's Mopar Takes a Page from Ford and GM

The social media road trip/rally/race/whatever is so common it’s becoming a bit cliché and in my former days listening to media companies and social agencies pitch ideas there was always some effort that involved putting celebs, comedians or everyday people into cars to share their experience across social media by giving them a car and some challenges to do.

The latest example of this model comes from Chrysler’s performance division Mopar: The event is called Moventure. Get it? They had a call for submissions for filling ten teams that would drive Chrysler division vehicles from Detroit to Golden, Colorado at the NHRA Mopar Mile High Nationals, a “full throttle drag racing series.” The team with the most points stand to win $5,000 in Mopar parts and accessories.

Each brand (Chrysler, Dodge, Jeep, Ram, and Fiat) has two teams of two with challenges all along the way to the final destination, think something similar to Chevy’s SxSW Road Trip from 2010 and 2011. It’s kind of funny that my article on the Chevy event garnered a comment stating “*waits for Chrysler to emulate Ford’s Fiesta Movement, just like GM did? ;-p” Apparently the answer is July 2011, sort of.

This is coming out of the Mopar division, not the parent company, though looking how it’s being shared on twitter the Chrysler brand twitter accounts and Chrysler PR people are Retweeting content from the Mopar teams, similar to what happened with both GM and Ford events.

Fiesta Movement was very different from this model. It was 6 months with 100 cars given out that gave time for participants to build an audience. A more likely Ford use of this template was the Ford Fusion Relay Race that used similar teams on a short multi-day road trip.

The Mopar event participation is like others who have blazed this social trail. Most of the social conversation is from the teams with the brand (or agencies) supporting the conversation through Retweets and @ mentions on twitter. There is some video content too that’s being created but as you can tell (image at right) the views are pretty low even after 24 hours since posted.

I really wonder about if these events are worth all of the effort. I’m sure blog coverage is a big win for the organizers and for this Moventure contest. So far there has been zero coverage from the top two automotive blogs – AutoBlog and Jalopnik; however, there was coverage from Car & Driver, Torque News, and CNBC (they reprinted the press release verbatim.)

What is success and what is a good amount of social conversation and who it was from is rarely discussed because no one ever goes back and evaluates their effort against competitor efforts. This I know after actively following many over the years, it’s 90%+ people involved in the effort who discuss and socially share it (team members, brand, and agencies.) There is very little spillover effect unless you really invest big dollars engaging celebrities, philanthropy and market the hell out of it – think Mercedes Tweet Race – or you do something more involved like the 6-month Ford Fiesta Movement.

In full disclosure, I have some good friends that make up two of the teams on this road trip and I really do wish them well. From what I can tell they are doing what they can to generate interest and discussion about their involvement. It’s just that no one really cares, except those participating, when it comes down to it.

I’ve seen the output reports on efforts like this and everyone shows an impressive looking number of “mentions” and a summation of all the video views/comments/tweets, and then some screen-shots of blog coverage and well that’s it and off everyone goes to the next project. I expect Moventure is no different and that's not a criticism of the Mopar effort. It's more a result of how this model historically works.


Wednesday, July 6, 2011

Automotive Facebook Fans by Brand: June 2011

It's another million fan milestone for BMW this last month as they crossed 6 million fans and have annihilated the challenge they were receiving from Audi earlier this year. It's tough to say how much of BMW's fan growth is due to sheer brand advocacy or how much of it is due to marketing efforts from all of its International markets. What is known is that the BMW team is leveraging the behaviors of the Facebook platform in creative ways.

Take for instance the latest activation from BMW where they are showcasing their Two Originals hommage promoting the original 328i with a revised future 328i concept. Part of the effort is a Facebook application that let's their fans create their own film and personal expression that they can then share with friends. It actually gives people a reason to share. It's not just a share button next to a video or promotion asking people to simply "like" a post. This is content integration that is creative and self-expressive which is what social media is all about.

The BMW example pulls in photo content from a Facebook profile and uses that to express the person's originality. It's not too much different than a recent viral execution from Intel called the Museum of Me that also recycled a user's Facebook content for brand benefit.

Meanwhile other brands continue to buy ad units promoting their page. Of note in June were some significant ad buys from Fiat USA who seemed to have an ad pushing their fan page to me about every second or third time I logged into Facebook, oddly I've been a fan for several months. Lexus also ran some ad units that drove to their fan page which accounts for their double-digit 10% growth in June.

Mazda, Dodge and MINI also experienced some decent fan growth in June. Dodge is expanding their social presence and activating some attention to the SRT brand with its Driving SRT and SRT Track Experience fan pages. Oddly the primary Dodge fan page does not "Like" these pages. Though fan growth for Dodge is not really being driven by the SRT pages; instead, Dodge has been running ad units also promoting its brand pages last June. I did not run across media for Mazda or MINI in June, but that's not to say there was no media or promotion through other mediums like email.

Overall it was a pretty slow month in June for automotive Facebook fan pages. The latest development is Google+ in the past week and already Ford has created a page. Perhaps someday this report will be looking at Google+ Circle numbers.


Friday, September 24, 2010

The Kitten Meme's Influence on Automotive Marketing

The Dodge Caravan "Kittens" commercial is strange. What else can you say about it? It's an odd jump to the concluding line of copy: "It has everything. So you can do anything."

After watching the Dodge ad I had to wonder if they were inspired by another recent, fairly viral kitten ad. A year ago Toyota Australia did a commercial with their Ninja Kittens that is far more entertaining with a better soundtrack, energy and storyline.

All of this makes me wonder if kitten memes, laser cats, and general fascination lately with being a 'cat person' is showing it's impact on automotive advertising. Should we expect more? Will it always be human- kittens or will this develop into something more emotional and gentle like Ikea's brilliant ad that recently featured cats getting comfortable in a store after closing? (ps - don't forget to checkout the Ikea behind the scenes video.)


Thursday, August 12, 2010

Dodge Wants Some Viral Appraisal

Dodge is extending their "Freedom" TV spot with a new online video that has an elderly woman stopping by antique stores to get an appraisal for a photo of George Washington and a few colonial soldiers posing next to a Dodge Challenger.

I do enjoy the attempt to extend the campaign online with a video that pokes fun at the absurdity of the commercial's concept and it does show Dodge has a sense of humor about the idea (how could they not?) However, I wonder if the video is funny enough to get any significant views.

It's charming for a second, but I'm not a die-hard Dodge or Challenger fan so I'm not really the target audience for the video. It had only 100 views when it showed up in my recent Channel updates screen on YouTube; though, the video has only been live since late yesterday.

Personally, I'm loving this Dodge ad more: Dodge Tent Event


Saturday, June 12, 2010

Patriotism. Hell Yeah!

After a decent debut with their Super Bowl Man's Last Stand ad, the work from Wieden+Kennedy has been less impressive. The Charger sitting in an empty parking lot with Michael C. Hall's voice-over or the "Why" ad featuring three racing minivans driving in the desert have been confusing and looking like Wieden+Kennedy was struggling with extending the campaign concept that is until now.

The newest Dodge ad to debut on today's coverage of the USA versus UK World Cup Soccer match is irreverent, macho and patriotic. It features an Independence War reenactment with a gas peddle mashing George Washington behind the wheel of a Dodge Challenger.

It's brash, historically hilarious, and appeals to an inner defiance every man has who loves fast cars and waving flags. It's as if Wieden+Kennedy did a mashup of Dukes of Hazard and a History Channel Documentary and exclaimed "Fuck Yeah! That's a heaping pile of awesome right there! Let's do it."

As one Auto Blog commenter put it, "Loved the commercial as it gave me a good chuckle and brought back a little of that car fun."

Funny thing is the commenter is right; it works. Nice job Dodge.


Sunday, April 4, 2010

Automotive Facebook Fans by Brand: March 2010

It’s getting pretty interesting on Facebook these days. Facebook is finally making brand Fan pages, oops I mean Like pages – more on that later, clearly pages owned by brands. Unofficial pages will soon move to the new Facebook Community pages designation with some changes in functionality, plus if they reach some threshold of fans they turn into community ran pages (think Wiki.)

The Like pages, okay they will still be called Fan Pages, will change a commonly held behavior where people “Become a Fan” of a brand or product. Soon people will simply “Like” a brand or product page. According to Facebook, people choose Like significantly more than they choose Become a Fan; though, how is this really that surprising when one can Like just about everything on Facebook? By design, Like should garner far more clicks than Become a Fan, but someone looked at some data and didn’t think about the user interface already in place to justify the decision.

Free Cars & Basketball

The big news this month was a nicely ran promotion from Infiniti that was done to support a College Basketball bracket game on CBS Sports. Infiniti ran banner ads supporting their marketing of the new M37/M56 models where one could win a new M.

What was interesting is that Infiniti also bought some media on Facebook supporting the CBS Bracket Challenge but also gave people an opportunity to Become a Fan of the Infiniti fan page. In the day or two the ad started running on Facebook, Infiniti added around 50,000 fans. Now I never know how many impressions a brand bought to get such a gain, but it is still an impressive upswing for the brand and the combination with the College Basketball passion point surely helped increase engagement.

Jeep was an interesting one this month too. They ran a Tweet-to-Win contest to increase the exposure of their @Jeep Twitter account, but to find out when Jeep was going to ask a trivia question for their Twitter contest people had to visit the Jeep Facebook page to learn the time. One would think this promotion would also increase Facebook fan page numbers for Jeep since they were giving away a free Jeep Wrangler Islander Edition. Unfortunately, Jeep had typical fan growth that ran in the 3% increase realm for March, in other words no gain from the Tweet-to-Win contest; though they did have significant follower growth on Twitter (more here.)

Continuous Marketing

Several brands continued running ads throughout most of the month of March, if not all of March. They included Mazda, Dodge and Toyota; though, Toyota’s ads were not a promotion to increase Fans of their fan page; rather, they promoted Toyota loyalty (you can learn more about that effort by reading my post on Toyota’s marketing loyalty.)

The Mazda and Dodge ads were constantly showing up on my Facebook pages even though I’m already a fan of both brands. This makes me wonder two things. Does Facebook not support a good retargeting message capability on their site or is it that the Facebook inventory of relevant ads is so small they keep serving me the same units? Seems it could be a little of both and one would think after a brand has gained that person as a fan that other messages could be sent to support further brand engagement.


Lincoln has officially taken over their fan page and now are doing regular updates yet still not Become a Fan campaigns or promotion of the page (full disclosure: I'm involved with this effort.) Scion had asked their unofficial fan page to be identified as such last month, well now we know why as Scion has started an official Facebook page that had it's first post Monday March 29, 2010.

In European Facebook news, Aston Martin finally took ownership of a friendly URL for their fan page Also, I changed my tracking of SMART as I follow the global fan pages for BMW and MINI so it seemed appropriate to follow SMART's global page instead of it's USA specific fan page.

Download the Excel file: Facebook Auto Fan File (March 2010)

Monday, March 1, 2010

Automotive Facebook Fans by Brand: February 2010

It’s been a very interesting month on Facebook for the automotive industry. A lot of companies are getting more aggressive with their marketing efforts and showed up with some decent spend promoting their brand fan pages in February, the Super Bowl happened, and Toyota is in a tailspin.

Marketing For Fans

Several brands did “Facebook Fan” campaigns. Fan campaigns are ad unit buys that typically show up on the Home News Feed page of Facebook in the Sponsored section between Suggestions and Events content. The ad units feature a “Become a Fan” button that allows people to easily fan a page without even having to visit it.

Dodge ran the most significant Fan campaign in February. They most have bought a full month of ad units, only the third time I’ve ever seen a brand do such a thing (VW and Honda being the other two.) Dodge ran ads featuring two messages. One featured their Super Bowl video “Man’s Last Stand” and the other linked to the Dodge Fan Page tab talking about their Super Beard Contest.

Mazda also bought several weeks of Fan ad units in conjunction with their Mazda 2 vehicle launch. The ads asked users to “Join the Movement.” The ads did not feature a vehicle image; instead, the unit was a blue-on-blue checkered flag with a small Mazda logo. Very little branding in the units but Mazda had a significant percentage jump in Facebook fans, a whopping 568% growth in February. Could it have been more with a stronger logo or did they gain more with less branding? Tough to say, but Mazda definitely attracted a strong number of fans with their buy.

It’s hard to say whether Dodge or Mazda did better with their marketing buy on Facebook without knowing impressions bought and how targeted the buy was. Percentage wise Mazda did far better than Dodge’s 126% growth, but Dodge had a much higher starting number of fans. Dodge grew by 36,000 fans versus Mazda’s 18,000 fans or two times the growth in numbers over Mazda.

Volkswagen did a little bit of marketing in February too to further promote their PunchDub Super Bowl ad. They only ran Fan ad units for either a day or few days after the Sunday following the game. The ad units also included the Super Bowl commercial they did.

Ram Trucks and Acura both did marketing buys too, but nothing that significant. Acura saw growth of 10,000 fans but that probably didn’t involve much of an ad buy with targeted marketing spend and some fan growth due to organic increases; though, the 185% growth number shows they did accurately reach their fans.

Let’s Talk Toyota

This morning as I was finishing this article an article showed up on AdAge about “The Cult of Toyota” and how since the recall Toyota fans are rallying to the brand with a 10% growth in fans since the recall announcements that started at the end of January.

From the article:

“According to Doug Frisbie, Toyota Motor Sales USA's national social media and marketing integration manager, the automaker has actually grown its Facebook fan base more than 10% since late January, around the time of the marketer's Jan. 21 recall announcement and its Jan. 26 stop-sale date.

“In fact, Mr. Frisbie said the automaker has been somewhat surprised by the large number of customers who have leapt to Toyota's defense in ‘an authentic way.’

“That's a testament to the resilience of the brand, but also to Toyota's ability to quickly pick up one of the most important tools in a crisis-communications handbook: social media.”
First of all, the number is 15% in February, but that’s not my issue with the assessment.

If we look back at Toyota’s growth in fans month-by-month we notice two things. One, they have doubled their percentage growth of fans gained from 7% to 15% from the January to February. So, AdAge is right the brand is attracting more fans since the recall so the recall must be the reason. Maybe not if we look at what else stands out in the data – they grew even more in November 2009 yet there was no recall then nor did they market for fans that month.

I would argue one couldn’t really account any surge in fans due to the recall. This is only four months of data and it is not clear what a typical growth in fans is for the brand. It looks to be somewhere around 11% on average so a 15% gain in one month really isn’t that significant especially when you consider how many other brands not marketing and not going through any major PR issues are also gaining fans in the double-digits.

One of the interesting things about doing this monthly "Facebook Fans by Brands" report is seeing how the spin is done to showcase things that seem unusual to the casual observer, but are really not. What would be interesting with the Toyota situation is to evaluate the brand’s conversations on its Facebook fan page since the recall. Now that might show something unusual or interesting.

A Couple House Cleaning Items

Suzuki decided to move their Facebook automotive content to a new Fan Page for Suzuki Autos that did cause some dip in their numbers since my prior calculations were using a more broad Suzuki Fan page that encompassed all of the brand's vehicles including motorcycles and recreational products.

Finally, I have been tracking Scion's brand page for quite sometime but just learned this month, when the fan page was updated with information about it being an Unofficial Fan Page, that it is not managed by the brand. Also, the page received a new friendly URL So, I have removed Scion from the report since they currently do not have a Fan Page for the brand; though, they do have one now for their Release Series vehicle line.

Sunday, February 14, 2010

Dodge Super Bowl Spoof: Woman's Last Stand

The Dodge ad "Man's Last Stand" was just begging to be mocked and mocked it has. McKenzie Fegan, a New York producer, created "Woman's Last Stand" in response to the Dodge Super Bowl spot.

Unfortunately there is no car featured in a woman's last stand though plenty of snarky lines are featured in the video spoof. A few lines from McKenzie's spoof include, "I will assert myself and will get called a bitch... I will assure you that size doesn't matter... I will see Paul Blart: Mall Cop twice."

I do hope I get credit for spoofing the Dodge ad first. In my Super Bowl ad review I made the following suggestion:
Personally, I felt the ad followed a common theme of Super Bowl marketing: It’s okay to make fun of boring middle-aged men. It’s the last segment of the population that is fair game to mock. Can you imagine the uproar if this concept were reversed?

Women staring blankly at the camera with voiceover by Weed’s star Mary-Louise Parker saying, “I will get the kids ready for school, kiss you goodbye and rush to get ready for my job. I will pretend to understand why you care if a team wins a game. I will fake an orgasm this weekend.” Oh wait, maybe this concept does work. Now what car would go roaring down the highway in the female gender version? BMW Z4 sDrive 35i with a manual transmission to beat the pants off that automatic only offered Dodge Charger.

Others Weigh In

Creative Officer and Chief Social Media Officer for Mullen, Edward Broches (@edwardboches), comments on the spoof and original Dodge Super Bowl ad in his blog Creativity Unbound:
"In fact you could argue that based on the type of guy Dodge appears to be “targeting” whatever attention this video generates is a good thing, reinforcing the brand’s desired image. You could even go a step further and argue that Dodge and its agency Weiden and Kennedy would have been smart to inspire the creation of this and similar opposing messages in order to generate buzz and call further attention to the original spot. Alas it turns out they’re not quite that clever or surreptitious."
I guess Edward doesn't read my blog on a daily basis. Big shock I know. But Dodge and Weiden+Kennedy were smart enough to create an opposing message ad. Sure it's not exactly what Mr. Broches alludes to, something in a similar vain of a Woman's Last Stand; instead, Dodge decided to give women their own sense of attitude in the "We Make Getaway Cars" spot featuring a fed up woman who does a burnout off into the night, leaving her sniveling man behind in the smoke of burnt rubber.

Whatever the response, the Dodge Super Bowl ad definitely made its mark on popular culture and is starting to separate itself from many of the forgetable ads from a week ago. Perhaps Dodge and Weiden+Kennedy actually know what they are doing and are creating ads with some attitude and differentiation that demand attention and, yes, even mockery.

Tuesday, February 9, 2010

Dodge Challenger Good for Getting Away,
If Your Man is Having His Last Stand

Dodge has answered back after receiving probably what they expected, some backlash for portraying men as wusses who can't make their own decisions and treating the Dodge Challenge as a "Man's Last Stand" car. The female gender answer is a commercial that's on Dodge's YouTube channel called "We Make Getaway Cars."

The ad features a woman who resembles actress Maggie Gyllenhaal. She is having her belongings thrown from a second story window by her boyfriend/husband/brother/dad??? It's not really clear what is going on, but the flannel shirt wearing woman gets into her Challenger SRT8 and roars away with onscreen copy reading "We make getaway cars."

I love the attitude of this ad, but it's not clear what she is getting away from not that it really matters. Making a fast U-Turn looks cool and the idea of getting away is also a positive.

I do love how the Dodge brand is having fun with their identity and trying to create a certain attitude that has disappeared in an industry where everything's gone green. There is just something refreshing and different with this latest effort from Dodge's new agency Wieden+Kennedy. This shouldn't be surprising to those who know automotive marketing history. Wieden+Kennedy was the firm featured in the book Where the Suckers Moon about the marketing efforts of Subaru in the early 1990s.

I don't think we are witnessing a similar story as Where the Suckers Moon, but I do believe we are experiencing some solid marketing from a marketing firm that creates some distinction for a brand and the latest from Dodge is doing just that. Now if only Dodge had competitive products to market, it would be even more interesting.

Wednesday, January 27, 2010

Dodge Challenger Pokes Fun at Jerry Seinfeld's European Carry-All

In an attempt to add some macho to the brand that brings us the Caliber and Avenger comes a new ad called “Man Bag” promoting the Dodge Challenger, created by Wieden & Kennedy, the agency that recently won the Dodge business from BBDO. The ad features one of my favorite TV show characters the actor Michael C. Hall who plays the lead on Showtime’s Dexter series (he also played the gay son on HBO’s “Six Feet Under”.)

So what about the ad’s name: “Man Bag”. Well at least someone has a sense of humor. I know it’s supposed to mock the femininity of the metro sexual male, but that seems like something that was more topical in 2008 than 2010. Plus the double entendre of the ad’s title is a bit ridiculous; though, not as ridiculous as W+K’s LaDainian Tomlinson Electric Glide for Nike.

So why this approach?

It is definitely on target for the Dodge Challenger consumer, assuming product research showed tough, rugged guys mocking girly-men is where it’s at for
an American muscle car crowd. A safe assumption I’m sure. It will probably resonate, but the lack of any cool imagery or a more confrontational, humorous storyline instead of just a voice-over might have helped the concept.

Also the voice-over choice fits what Ad Age reported today, that the “new tone and feel seems to be about trying to cast the automaker as a brand associated with celebrities and social causes (two things said to be a passion of Olivier Francois, Chrysler brand's president-CEO).”

If this is a precursor to the coming Super Bowl ad from Dodge, don’t bother. It’s just too forgettable to have any change in brand perception or product consideration.

Monday, September 7, 2009

"New Chrysler" Equals More Brands

As its cross-town rival General Motors sheds several brands, Chrysler is mounting a plethora of new brands under its Pentastar. There is a lot of talk about the new Chrysler-Fiat Company bringing over Alfa-Romeo and importing the new Fiat 500 not as a Chrylser, but as a Fiat which will reintroduce the brand after a 26-year hiatus.

The strangest news isn’t the re-introduction of Fiat and Alfa Romeo into the US marketplace, we all expected that when Fiat “bought” Chrysler for zero Euros, but there is an article in this week's BusinessWeek saying Chrysler is going to pull the Dodge Ram truck from the Dodge brand and create a Ram brand.

The new Ram brand will become the pickup and commercial vehicles brand for the post-bankrupt Chrysler.

Dodge Ram is what defines Dodge

The Dodge Ram is one of the strongest products in Chrysler and moving it from Dodge to its own brand doesn’t seem like it would really impact sales much. The Dodge Ram actually defines everything in the Dodge stable. For example, if you want to know what all future Dodge grilles will look like, just look at the next Ram pickup. The current Ram’s grille has inundated everything in Dodge: Caliber, Journey, Avenger, and even the Grand Caravan minivan mimic the Ram’s grille.

Why create a new brand with all the additional cost to market and position it in consumers’ minds?

Establishing a new brand will cost Chrysler considerably. They’ll have to communicate what Ram is all about; buy ad time for two brands instead of one; and the dealer network will have to have all new materials and training.

The dealership nightmare alone is not worth the effort. It would be odd for any Dodge dealer to not become a Ram dealer too. I’m quite sure Dodge dealers would be none too happy losing their truck products and left with Calibers and Avengers on their lots.

The Problem at Chrysler-Dodge-Jeep-Ram is Product

The worse part of adding Ram as a brand is that it does nothing to address Chrysler’s elephant in the room – poor product. Not one product is recommended by Consumer Reports, product design is severely lacking behind competition, interior design is at least two product cycles behind GM and Ford, and long-term quality has been a major issue.

What the Ram brand decision says to me is that Chrysler thinks their issue is branding, not product or worse it says they can solve their product issues by re-branding. If only they could market their products better they could increase sales. Now, I’m not saying they can’t improve their marketing – we all can. What I am saying is that marketing isn’t the big problem at Chrysler. You need to have highly desirable products in such a competitive automotive market and Chrysler-Dodge-Jeep-Ram is seriously lacking products that beat or meet the competition.

Maybe Chrysler knows this and decided the only way to increase interest is to create a new brand and hope no one will notice the products didn’t change? Unfortunately, they’re only fooling themselves.

Friday, January 30, 2009

Super Bowl Advertising: Recession Edition

Hyundai is set to launch two ads this Super Bowl Sunday: One for their all-new Genesis coupe and the second spot will feature their Hyundai Assurance ad which promises unconfident buyers the ability to lease a new Hyundai with the option of turning it in if they lose their job in 12 months.

So, what can we learn from past recession advertising? I thought I'd share some of the advertising done during previous recessions.

Ford Trucks Beating (1976): Ford advertised their latest truck in 1976 by demonstrating the beating it could take. A classic quality ad for people who wanted a product that would last.

Dodge St. Regis - Value You Can Measure (1979): Competitive comparisons galore with some plush interior, of course.

Thunderbird Spread Your Wings (1980): Optimistic, new thinking is part of this spot from Ford. It is feature rich with "Electronic magic" like road speed and warning lights, not exactly as impressive as Ford's latest electronic magic -- Sync. All of this to bring "a better idea for the 80s".

Audi Take Control (1991): Audi mimicked the do-it-yourself mentality of getting out of the recession with their 'take control' messaging.

Dodge Dropping the Cost (1991): Biggest truck sale ever with around $4,000 off several Dodge truck models.

And by far my favorite recession automotive spot, Chrysler's circus music, straw hat, wheelin' dealin' sale:

Chrysler Car Clearance Carnival (1975): Values! Values! Values! With guess what? "A lot of cars to move... It's a carnival of values." And don't forget the sweepstakes; nothing gets qualified, serious buyers in like a sweepstakes.