Hasta La Creative!

If you are one who believes capturing attention – and luring one to a special website – makes for a successful ad, then I think you’ll like this one from Hyundai. But, if you believe ads should directly help sell something and move people to want to purchase it NOW because of what they saw or heard, then this may not be your cup of tea.

I’ll try to explain…

I’ve watched this TV spot more than several times. It is odd and captivating…but, I’m not so sure it really sells the product (in this case, a brand and a car). But, it may move folks to type in Hyundai’s special, off-beat website ThinkAboutIt. And, I certainly have been thinking about it. And…I did do as the spot tells me, and checked out the website. So, I guess it worked on me. But, did it work for me and for Hyundai?

In all honesty, the spot engages me and makes me think a little — which is good. But, it doesn’t highlight the car well or tell me much — except the vehicle has a fine powertrain warranty (10 year/100,000 miles). So, am I more apt to go test drive and buy a Hyundai? I don’t know…probably not. But, it did make me go to its special website.

You tell me…is this a successful ad?

Technorati Tags: Hyundai. commercial, ThinkAboutIt.com, beyond madison avenue

As we all know, brands are living things. They can get sick, they can get tired, or they can thrive and become energetic. The getting better/mending (and potential positive turnabout) is off to a good start with this relatively recent branding ad for Saturn automobiles. In fact, I really dig this ad!

Saturn was one of the only GM brands that had darling status in the industry when it was introduced some 22 years ago. But in the last decade, Saturn has endured a steady erosion of brand equity and sales of its automobiles. Part of the decline was due to unimaginative automobiles given to it by GM — but, getting away from its original branding has also played a role.

This “Rethink American” ad and platform re-make of the Saturn brand has me optimistic about the division’s future. The ad is thought-provoking in a more global consequential way, as well as informative about the Saturn line-up. It sizes up that things change — how we once viewed things, now mean something else. And, with Saturn’s 5 new models, commitment to affordable hybrids, and a 100,000 mile (5 year powertrain) warranty, it may be worth giving this brand another look.

As the ad’s uplifting rock music articulates in the end, I may be ready to “come around”. Good idea, good execution, and good luck turning the corner resurrecting the Saturn brand.

Technorati Tags: GM, Saturn, Brands, Rethink American, Beyond Madison Avenue