No more “Car Guys.”
From time to time, we find
it important to question some of the basic tenets of advertising. By challenging assumptions, we push the
norms -- and ourselves -- to provide better, fresher solutions.
One such advertising
sacred cow is the notion of “car
guys.” They’re ad men who have specific expertise in the automotive category.
Car guys know how to shoot sheet metal at a ¾ angle. The know acronyms like APR
and MSRP. They know how long it takes to go from drawing board to show room.
And they understand the complicated relationship between factory and dealers.
Mind you, these industry
experts are not exclusive to cars. There are “Health & Beauty” people in
the cosmetic world. There are experts in the Financial, Pharma, Education and
Medical categories. And because of
their category expertise, these specialists all cost more. Usually 25% to 40%
more.
Now, many agencies and clients
take comfort in the knowledge and experience of “car guys.” After all, car guys
“know the drill.” “They’ve done it before, they can do it again.” And “it’s not
their first time at the rodeo.”
But, for the last 20
years, we’ve sat and studied the phenomenon of Car Guys and other so-called
industry experts. And here’s what we found:
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Most great or
breakthrough car campaigns have not come from “Car guys.” What’s more, they
usually come from agencies far away from Detroit.
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Rarely does
someone with a famous campaign in one category come up with a second great one
if the same category.
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Great
campaigns are very often ones that attack the category sacred cows upheld by
industry experts. The seriousness of investment ads. Super models in beauty
ads. Badge value of beer ads. The
sex appeal of deodorant ads.
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While industry
knowledge is important, the learning curves are not overwhelming. After all,
this is advertising.
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So-called
Industry experts have a vested interest in the status quo. The ¾ sheet metal
shot. Or, the overly retouched super model. This is what they know; their bread
and butter. They have a very real financial incentive to preserve, protect and
promote the same ol, same ol.
It is this last point that
I find most intriguing. Clients come to agencies for new and different – and
yet often pay extra for the very opposite.
We do believe in what we
call “voice areas.” A writer who excels at edgy humor and video game ads may
not be the right fit for the private bank or jewelry brand, but may be perfect
for beer or fast food or an $18,000 car.
Now, we don’t have
anything against car guys. Some of my friends are car guys. We just look for
people experienced in consumer insights, branding, communicating, creating – rather than doing it in any one
industry.