Consistency of Message
Posted: October 17, 2007
Updated: October 21, 2007
Truck Ads Miss the Point by Chris McCrory, Lead Strategist
If you polled most advertising people, they’ll tell you that they don’t watch commercials. The biggest reason, ironically, is because the commercials themselves are so bad. One ad exec told me that he buzzes through them with his TiVo, going back to watch one occasionally, if it piques his interest. The immediate thought that comes to mind is: vicious cycle.
Personally, I try to avoid commercials for the same reason. I’m not in the ad business, per se, so I can get away with it. My problem is, I find myself paying too much attention to commercials because I am looking for something else entirely—consistency of message. It is the lack thereof that usually makes commercials bad.
Take Ford, for example. For the last several years, their tagline has been “Built Ford Tough.” You would think the creative for that would show how it stands up to the elements, makes it through seemingly impossible terrain with ease and survives harrowing crashes. But, no. Instead, the ads reveal the technology that allows it to stop a plane rolling down a runway or the ability to handle tight turns in reverse. Impressive? Absolutely. Tough? Um, not really.
On the flip side, Toyota Tundra, billing itself as the “Truck That’s Changing It All”, aired spots showing the truck surviving a volcano, the Loch Ness Monster spitting it out and outlasting the Terminator (or whatever that giant Erector Set-looking thing is that is a fan favorite at Monster Truck Rallies). It out-toughed Ford, but it didn’t really show that it was changing anything.
Toyota has since created ads that demonstrate its technology, capabilities and advantages over the competition, showing at least that it is raising the level of competition. It is a step in the right direction to be sure. I would rather see how the Tundra is changing it all. What makes the truck so special? What are they doing differently will lead the competition in a new direction?
When your messages are inconsistent, people get lost in trying to follow what you are saying. The problem usually occurs because someone, the brand owner or the person doing the creative, gets an idea that they like, want to do, think is cute, neat or funny and tries to force it on the brand. Sometimes the culprit is an attempt to mimic or “borrow” from some other fad.
Just because a creative idea is good or fun or catchy doesn’t mean it is right for the brand. If the image, artwork or story does not wholly reinforce the core message, the message gets lost.
Let me offer another example. A commercial for Popeyes Fried Chicken came on the air one day with a young African-American male sitting on a car chassis with a steering wheel in his hands. He has been in other Popeyes commercials, which were equally poor in concept and execution. Anyway, the voiceover tells us to avoid problems with sticky steering wheels. The spot then cuts to a shot of the featured product, cheddar jalapeno poppers. Said poppers are in a box with an open container of sauce.
Now, it’s been a while since I have handled fried chicken, I’ll admit, but I recall it being pretty greasy. Am I to believe that because this fried ball has cheddar and jalapeno and a dipping sauce that it is no longer greasy when I touch it? Is Popeyes advocating that I dip and eat while driving? And what does any of that have to do with the product anyway?
Companies can make excuses all day about why people aren’t buying their things. Until they take a hard look in the mirror, and their messages, they will only continue to kid themselves and see sales suffer. At a minimum, they won’t realize the potential value sitting locked in a poorly managed brand.
Let Chris know what you think. E-mail him at chris.mccrory@kennen-bmc.com.