Lexus South Africa aired the advertisement below on television over the weekend. It used their competitors logos as pie charts to point out how much they charge for optional extras which are included standard when you buy a Lexus.
Not that it bothers me but if I were Audi, BMW or Mercedes I’d come up with something in the line of this:
Don’t slap someone unless you’re prepared to be slapped back. If I had more time and skills, I’d spend it making the pie chart more Lexusy and finding the correct fonts. Alas, I have lots of work to do! See that big piece of the pie? That is how much time of my life I contribute to working at the moment.
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jayx 10:12 am on July 28, 2010 Permalink |
Nice one stii – you should really consider a career in marketing ;-) (even if only part time) … love your work.
Stii 10:18 am on July 28, 2010 Permalink |
Hahaha, thanks mate!
Thea 3:53 pm on July 28, 2010 Permalink |
That is what happens when creative people run out of ideas and they ask the analysts to come up with something!
Mark 4:30 pm on July 28, 2010 Permalink |
Mercedes did it to Audi with the skid pad advert in the 90′s, BMW and Audi (Subaru and Bentley too) did it in print advertising. If direct competitive advertising was allowed in this country these adverts wouldn’t only be shown on weekends.
I liked the advert – simple and clever – getting the point across well. No idea why you dislike it so much, direct comparisons is the normal way I weigh up items before I make a purchase, don’t you?
Stii 4:38 pm on July 28, 2010 Permalink |
Never said I dislike it. I’m just saying that instead of running to the ASA the other guys should have a stab back. In this case, it could backfire on Lexus, wouldn’t you agree? It would make annoying TV ads almost bearable.
Rashid 12:21 am on July 29, 2010 Permalink |
What is “direct competitive advertising”? Surely a large degree of advertising is direct and the very nature of it means it must be competitive?
If your referring to “Comparative advertising” on the other hand, your wrong. Comparative Advertising is legal in South Africa, provided that claims are substantiated by factual evidence and the claims are not misleading.
View Section II, Part 7 of the General Principles of the Advertising Code here for more info: http://www.asasa.org.za/Default.aspx?mnu_id=37
Lloyd 8:38 am on July 29, 2010 Permalink |
I like the ad. It think comparative advertising, if not done correctly could do your brand more harm than good. It can get old very quickly. In this case it was cleverly done.
Who remembers the series of ads (from the 80s I think) where a Merc went over Chapman’s Peak and the driver survived. Later, BMW ran an ad showing their car driving along the same part of the road, where it said, “We take the bends”. Still later, Land Rover drove their vehicle up the cliff which the Merc went down. We still studied this series of ads as part of our marketing course. They all got great exposure, even the Merc, got added exposure after they finished paying for their ad.
I enjoyed your sense of humour Stii.
Covotgluccuch 9:20 am on August 19, 2010 Permalink |
Hi,
i’m new here, and just want to say hello!
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