Not Much Has Changed
Sure the graphics and the production value has come a long way, but the copy is still pretty much the same for car dealer ads. It as if the television editors have evolved while the copywriters have stayed in a vacuum.
Being a copywriter, I know this not true.
The automotive industry is defined by a month to month basis. So, as a dealer, do you take a chance on a new, unknown creative spot or do go with the tried and true creative? The choice, most often taken, is made by fear. So car dealer ads stay pretty much the same.
The problem when making choices based on fear is that you never stand out and you end up sounding like every other dealer now and in the past.
Update: Here is another spot that proves my point.
January 9th, 2008 at 12:27 pm
Just passing through
January 25th, 2008 at 8:05 am
While it doesn\’t sound very good for me, I still respect this point of view.