Easy Green Shop

Back a few years ago, ad agency giant Campbell Ewald coined a new tagline for Chevy (yes, I called it Chevy).

"American Revolution."

Although it envokes a  sense of patriotism, I then failed to see what GM and their collective brand managers were saying. We're GM's cars revolutionary? Nope, not in my eyes. They hadn't developed a Volt, or anything that sparked anyone's imagination in about 25 years. So why were they using such a tagline?

They are boring, and they hate talking about their product which was just... like... everyone... else's.

I will concede if you hit people with a thousand boring messages, they may eventually listen. Was I a "targeted demographic?" Of course, but shotgunning media is like drooling on yourself. sure, you can do it, but you end up looking stupid. People go out of their way to NOT notice the uninspiring (HELLO DVR).

Why not try making a noise that people will not only identify with, but one that people will embrace? And why not embrace the specific, rather than the mundane?

Why not "Chevy. BEST EVER."

You would not only get noticed by the Chevy enthusiast to see if it truly was the best, but also by people who hate Chevy, who would want to come in and debunk the statement. The "vanilla middle" would get pulled into the fray just based on debates. There would be moments where GM could shine. and we all need a little more of that in our branding and marketing.

How are you gonna shine up your advertising? We would love to know.

The Guru