Great, now I have that “Saved by Zero” song in my head.
By Stephanie Critchfield on Thursday, November 6th, 2008I was perusing AdFreak as I often do mid-afternoon for my industry laugh, when I read the post “Viewers rise up against ‘Saved by Zero’ ads.”
I’m fairly certain I don’t even need to describe this ad, I think everyone knows it. My 10-year old son will even sigh when he hears it now.
What I learned from the AdFreak post is that there are actually several websites hosting rants about this ad (e.g. Consumerist, Esquire). One quote the post cited: “It makes me want to kill someone/never ever buy a Toyota.”
Now, you know you’ve done something wrong when something like this happens.
I am NOT one to subscribe to “any publicity is good publicity.” I think you need to respect your audience and deliver a message that they actually want to hear - something they can connect with, that will move them to act. Maybe the idea of 0% financing is a good one - but delivery is everything.
Tell me how this ad moves somebody to act? (besides to rant on websites, or declare they’ll never buy a Toyota, or threaten suicide)
Car dealerships typically utilize “Spray and Pray” marketing, as they have a hard time figuring out when someone is in the market to buy a car, so they advertise to ALL of us in the eventuality that we fall into that category. This is a great argument for them taking those advertising dollars and putting them online (especially into search) where you can gauge intent much better than television or radio advertising.
BTW, thanks Stephanie, now I cannot get that stupid song out of my head…
I’m typically a commercial lover.
I can quote most all of them, or tell you what brand the commercial is for just by listening (seriously, ask Josh…it drives him crazy!).
However…I hate this commercial (and the $5 foot long Subway commercial [sorry Amanda]). I react by using my Tivo to fast forward (I don’t always do this) or change the channel. Ugh.
Thanks Steph…now have that annoying jingle stuck in my head too. Grrr!