Chrysler CMO Olivier Francois likes
to take risks. That has never been more evident than
now – that a GIF-driven ad campaign featuring twerking
rabbits and horse heads has reared its ugly head. Ok, that’s a bad pun. But
after my initial ‘WTF’ reaction, I thought about the wisdom of this campaign.
It’s quirky, very cheap to produce, and might just resonate with the Fiat 500’s
target. Let’s just say their target is the same as Honda Civic – and you know
how I feel about their latest effort – and Kia, the cool hamsters’ chariot of
choice.
As reported in Ad Age, it's crazy, and weird. And if this strategy pans out, there may
be some very unhappy producer/director folks out there who make a living
creating expensive traditional TV spots. Stay tuned.
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