Super Bowl Fumble?
If the rumor is true, as reported on AutoBlog, that Leo Burnett lost a large portion of its Cadillac business to Modernista! over a poor ad meter score, good for Cadillac. (I first saw this over at AdPulp)
The Super Bowl is the showcase for what our industry can do for products (and one of the few times consumers TiVO our work, watch it again, then discuss it the next day) and we ought to go into the game with our eyes wide open to what might happen should we fall on our faces. (Hey, what’s a little more pressure added to our lives, right?)
While I’m sure Leo Burnett’s loss wasn’t purely cause and effect (general long-term decline, industry in disarray, etc.), it very likely could have been the last nail in the Run Flat tires.
My only questions would be, who approved the ad on the client’s side before it ran, what happened to them, and were they out there push-push-pushing for truly breakthrough, provocative creative from their agency from the get-go until air?
My guess is the answers are: (1) everyone, from the CEO on down, (2) nothing, and (3) no.
Email Article Wednesday, March 8th, 2006 at 05:55pm Mack Simpson
Filed under: Ad Jungle, Ad Nauseam | add this post to del.icio.us
1 Comment Add your own
1. GEddieG | July 2nd, 2006 at 12:50 pm
Let’s ask a broader question: Why are Cadillac’s products so crappy? And why are they so poor at designing cars directly aimed at their target market.
I’ve been buying cars for 24 years and never once considered an American made product. I bought a $21,000 Volvo in 1987 when I barely made more than that.
And considering it was a Volvo, it wasn’t for the flash, sizzle and sexiness.
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