Chris Wackman, Subaru's marketing vice president, felt his vision clear as he listened to the words in the ads.
“When I first heard the copy read by the copywriter, not by Fenske, it seemed very obvious that the person who is seeing (routine car commercials) is saying: ‘Hey, come on. Don’t give me that . . . Don’t give me another car running down a beautiful, wet, curvy road. That doesn’t do me any good. Not that fru-fru stuff.’ ”
This is the anti-ostentation decade. Charlotte Beers, head of the Ogilvy & Mather office that just won the Jaguar account, will probably search for a way to make the sleek British cars seem more practical.
Highland Superstores Inc. has dropped sales clerks’ commissions and garbed them in cozy sweaters to reassure tightfisted consumers that they won’t be paying more than they need to for that videocassette recorder or personal computer. Other stores are following suit, eliminating the commission that makes sales people push consumers too hard.
McDonald’s commercials promise cheerful, accurate service – “We’ll double-check your drive-through order so you don’t have to” - or they’ll give you your meal for free. Most people can't even associate this concept with drive-through service.
Snob appeal is out. Subaru even documented this, just in case someone chose not to believe it, with University of Oregon research that shows 25 percent of Baby Boomers selected “self-respect” over “being well-respected by my peers” in a recent study, up from 14 percent 10 years ago.
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