"Holy Hemi, Batman! DaimlerChrysler is pulling an Iacocca!"
— Wall Street Journal, 05 July 2006.
Finely, DaimlerChrysler has pulled out its advertising big gun: the quintessential Dr. Dieter Zetsche, Chairman, DaimlerChrysler AG. Just as Lee Iacocca became Chrysler's public spokesperson in 1978 (and as a result sold zillions of cars), today 'Dr. Z' has charged into the nation's televisions and newspapers with a clear, sound message: The German-American partnership in building cars has produced brilliant transportation, and we can believe the message with confidence because the kindly-looking, but supremely authoritative Dr. Zetsche is telling us what's what.
Toss into the mix the best-looking mustache in media today, coupled with the Doctor's height, comportment and - very important - 'Dr. Z' looks like a kindly, balding brewmeister... and yes... he holds a Ph.D. in Engineering from the Technical University of Paderborn. Plus, his auf Wiedersehen at the end of the latest commercial is a winner.
Americans respond to authoritative figures. When they appear in advertisements, we tend to listen and read; oftentimes, though, with a grain of salt. We know most 'big names' giving testimonial to a product or service are paid handsomely for their services - whether, or not, they actually use the product they're selling.
It's different with Dr. Z. He doesn't just speak for DaimlerChrysler, he is the board chairman, thus there's a lot at stake with the current advertising. If customers take a dislike to the Doctor, they could just as easily take a dislike to Dodge, Chrysler and Jeep - as illogical as that seems.
One of the television ads has actor Jon Reep, from Hickory, NC, pop into the scene in a director's role shooting the commercial. Let's face it, Mr. Reep put the Dodge 'Hemi' into our lexicon of everyday usage. DaimlerChrysler would be wise to keep Mr. Reep around for awhile.
Jon Reep and his Hemi.
Another cool thing dropped into the two-page WSJournal
ad can be found way down in the right corner. The Doctor has been
transformed into a caricature accompanied by a website address: AskDrZ.com.
I visited the site, hoping to find a classy-looking presentation, and came away
sorely disappointed.
The site looked like it was put together by a web graphic misfit. It's as simple-looking as a light-blue painted wall accompanied with pencil-written type. There's nothing like 50-percent gray type backed up by light slate blue. No graphics... no nuthin'.
Overall, AskDrZ.com should improve in its concept and presentation. And,
I feel DaimlerChrysler will begin to post a gradual uptick in sales and
philosophical acceptance of their vehicles*. A revamped Dodge Challenger
is on its way. I can't wait to see Dr. Z, racing togs and all in television
commercials, put the Challenger through its paces. I don't think we'll have
trouble recalling either the car or its driver. Let's see how well the
Challenger, Dr. Zetsche, and the new DaimlerChrysler personna actually
generate sales. It's going to be interesting watching Ford and GM come up
with an antidote to the fast-growing popularity of Dr. Z.
— Don McKay
*Upon reflection, as I see it, the one ingredient missing from the ads is a better explanation of the deal itself as currently tacked-on to the back of the various commercials: "O" percent interest, and a 30-day, no questions asked return policy." According to the Wall Street Journal, DaimlerChrysler sales have not moved upward as of the end of July 2006. What I feel is needed now is for Dr. Z. to fall into his Ph.D role as professor and 'educate' television audiences as to nature of the deal being offered. I'm sure Iacocca would have handled it that way.
