With Chrysler's budget cuts and quibbling about savings on advertising it remains to be seen whether they (BBDO/PentaMark) can afford to bring over the top creative talent. The job market for creatives in Detroit is ripe right now and in this time of uncertainty the other big-dogs in town are working to capture that talent too.
Chrysler now has a watchdog on the board of that agency too. I hope that things work out for those brands, however, I'm skeptical with this strongarm approach the client is taking. If one is making decisions soley on numbers I can't see how they will avoid taking the approach that Dodge brand has and falling into a tired creative formula approach to the advertising.
I know that this is nothing new ("shifting of accounts with no consideration for creative work,") however, at this scale it is causing quite a stir. This is the largest automotive account in the world. I am a HUGE fan of European automotive advertising and think that, in many cases, the creative work coming from across the Atlantic is unparalleled. However, I disagree with your statement regarding the creative quality of American automotive advertising. PeterW summed it up well in his post and I too think that the cultural attitudes of each market are the cause of the different approaches to developing these ads. Neither the Europeans nor the Americans are batting 1.000
American auto advertising CAN be creative and I think that Arnold's VW work and CME-Bozell-FCBs (these were all of the same people, by the way, the agency and its personnel have changed names several times) work on Jeep are great examples of that.
Back to the article, though. My reason for posting was to learn the opinions of those outside the Detroit community. Thanks for commenting.
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