Just Another Car Ad….
Car advertisements in this day and age are a “dime a dozen,” and this one is no different. I feel that car ads either work or they don’t. There is no in between. Maybe it’s because I’m not that into cars (I do like shiny, pretty fast ones though) or maybe it’s because I think of my car as something that takes me from point A to point B. Some people just become obsessed with their cars and even other people’s cars. Maybe those are the people that car ads are meant for. Nonetheless, I’m not sure that even this ad speaks to those people.
This car ad is obviously the result of product research. They compared data from the Chevy Malibu to data from the Toyota Camry. In order to execute this campaign properly, Chevy has to show why their car is better. With the clever tagline “May The Best Car Win” and the side by side comparison of the two vehicles, Chevy did that part quite well. That’s where it ends however, because the information that Chevy had to make the Malibu look better than the Camry is not extreme enough. There’s a one-mile difference in fuel efficiency, no difference between crash-test ratings, and the warranty is basically the same. Both warranties are 5-years with Toyota having a 60,000 mile limit and Chevy having a 100,000 mile limit which really isn’t a big deal. Most people that drive aren’t going to go past 60,000 miles in 5-years anyway. The only thing that may sway a buyer to buy Chevy is the OnStar features that come standard for one year.
So overall, I don’t think the benefits relayed in this ad are enough to make customers care. Some may, but I think what it comes down to is brand preference and price. People that are loyal to either Toyota or Chevy will most likely continue to shop their brand of automobiles.