Monday, July 31, 2006

Ask Dr. Z

This is the latest campaign run by automobile major DaimlerChrysler featuring its chairman Dr. Dieter Zetsche. Zetsche talks about the benefits of the company's German engineering capabilities.

To me this campaign seems a little surrealistic. I can't for one, relate to what is being said here. Surely the loser here is the Employee Discount Program, the whole purpose of this campaign. I think that is sidelined to a 3-4 second super in the end.

Secondly when you have the Chairman of a company talking about the technology, performance, fuel saving, safety etc. which is the value proposition of the brand, I don't think it would be a good idea to combine discount and a return if not satisfied message with that.

May be this ad would have been better off without the discount window. Or they must have made an ad for the discount program without Dr. Z.

For more on this read a report from Adage here

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