8 Responses

1. Monday, February 11, 2013

   phil herr

   I found the commercial moving because of its nostalgia and a yearning for an idealized, simpler time in America. One where we like to believe the country worked and the American Dream was in reach.
   
   On the other hand, the everyday commercials from Ram (nee Dodge) ooze with artificiality. Talk about the Marlboro Cowboy -- the voice-over is exactly that. Designed to evoke the hardiness of the west it just screams durability, ruggedness and "tough" -- the term they used to use. His voice sets my teeth on edge because of its blatant falsity.

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2. Monday, February 11, 2013

   Stacy G

   It's polarizing. I was watching with two other people and we all reacted at the same time: I said "that's a horrible ad" and they said "it's so great." I think it comes down to what grabbed you with this ad: the suggestion of idolizing hard work and farming (fine, who can argue with that?) or the execution and relevance of using Harvey's speech. For me, the latter outshined the former and I couldn't shake the creepy feeling I got listening to his voice (Orwell/1984?). This in turn made the message feel inauthentic. BTW...what was the message? That Ram trucks help farmers do their jobs better? Bring back American farming? Go to church? I don't get it and I don't suspect it will sell trucks.

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3. Tuesday, February 12, 2013

   David Jenkins

   I would call bullshit on the strategic thinking behind this ad despite agreeing with you that it is brilliantly made. Less than 2% of the population work on the land so they might as well have used a cowboy.  The car companies have actually marketed their trucks for the last 15 years with the complete disconnect between the imagery and actual user profile and usage. Dodge Ram, Ford 150 etc have used gravel voiced vos, burly men and a bunch of other cliches when in fact outside the sort of place you live in the pick-up is a fashion item mainly driven around towns. The only people who have a real use for these vehicles are probably building contractors who radically out number farmers. I remain puzzled by the success of these aspirational evocative images and the inappropriateness of the vehicle as actually used by most people. I think only the ludicrously cheap price of gas in the US can explain the marketplace success.
   
   Another thought on who the agency was aiming at...could it be the same syndrome as came up over the last election among the old white people people who probably parallel the target group that "this is not the America we grew up with". In fact it is nostalgia for an America that never was....white, Anglo, rugged, landed, an American myth that gives persons of a certain age comfort in a changing world that makes them uncomfortable. Maybe this also describes the senior management of the client who approved it.
   
    D

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4. Tuesday, February 12, 2013

   Gordon

   
   I find it really interesting that no-one has commented on the fact that this is 2 minute ad for the Superbowl that uses a series of still images.  I can't remember the last time I saw a TV ad that was not for a retailer's discounts that used stills.  That the conversation is not about this indicates to me that there is something fundamentally powerful in the story.  The cognitive response is that is a load of baloney, but us emotional human beings can't help but be drawn in - even if we are a townie from the UK. 

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5. Tuesday, February 12, 2013

   Mark Batey

   I wondered if you were aware of the origin of the idea. I found out soon after I'd done a post on the ads in the Super Bowl, and did a second post, called "So God made a YouTube video."

   http://www.markbatey.net/blog/

   Thought you might find it interesting. 

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6. Wednesday, February 13, 2013

   Todd Schulkin

   I see it as an homage piece to the values that farming represents and Ram's attempt to link itself to this same value set, one that many people see or feel is under threat from modernity.  It's the anti-electric car ad.  It actually doesn't imply anything jingoistic about American farming or white people.  Other than invoking God's name, I think it speaks to anyone who is still working a farm in whatever way or those who live in rural settings, that Ram shares your values and even honors those values.  As a brand halo, brand values kind of piece, it's inspired and elegant.  The opposite of the Ram Tough, or other in your face "tough," campaigns.  Even if more contractors buy pick-ups than farmers these days, it doesn't matter.  Doesn't this represent exactly what MB advises its clients, established brands are differentiated on an emotional level, so speak that language to consumers and you'll succeed.

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7. Wednesday, February 13, 2013

   Nigel

   Thanks for the comments everyone, as I suspected an interesting set of viewpoints.
   To answer Todd's question isn't this exactly what we advise our clients? Yes, our data says that an emotionally resonant ad will outperform others. And I do think this is an emotionally resonant ad. To Gordon's point, my cognitive response says one thing but I am still drawn into the powerful narrative. But I do think there is a bigger question here. Should Dodge Ram seek to use evocative imagery of farmers in this way? Does the brand have a real purpose or ideal as it seems to suggest in the ad? Or is this just another hollow brand trying to gain some meaning by associating with something more meaningful?  

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8. Thursday, February 14, 2013

   Marketing Parle

   Simple. Myths are ingrained in all cultures, in advertising they serve as a quick short cut for a message. I have not seen the ad and I don't need to, I get the connection. Whether it works or is relevant, you better ask the target audience. It doesn't work for me, but then I would never buy a pick-up truck.

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