Achtung, baby! Chrysler's new campaign has to be the worst in recent memory

It's taken about two weeks of being subjected to those horrendous, horrific and heinous 'Dr. Z' DaimlerChrysler TV commercials to 'drive' me to vent. So, ok, I've had it. I surrender, Dr. Z. You win. But, in addition to providing my name, rank and serial number, can I also ask a rhetorical question: 'has there ever been a more ill-conceived, more poorly executed campaign in advertising history?'

In case you've somehow been lucky enough to miss the spots, DaimlerChrysler CEO Deiter Zetsche (aka "Dr. Z") stars as the bold, brash and very Bavarian spokesperson for Chrysler cars. In the initial spot, he's collared by some sort of pseudo journalist who asks the obviously harried 'Herr Doktor' if he has a few minutes to answer some questions. Dr Z grunts an Aryan grunt, hurls the reporter into a Chrysler and proceeds to zoom away in a Blitzkrieg-like driving exhibition that ends up with the CEO plowing the car into a wall and derisively asking the trade hack, "Any more questions?" I almost expected Dr. Z to also ask: "Und, may I zee your papers as vell?"

Wow! This Dr. Z. is a character straight out of "Stalag 17," "Casablanca" or "Hogan's Heroes." He's brusque, authoritarian, menacing and has a thick German accent. He even looks a little like Colonel Klink. So, why in God's name, would Chrysler invoke such negative, subliminal emotions?

The campaign is a harebrained attempt to link Chrysler's questionable quality with that of the primo Daimler car line, Mercedes. Instead, the spots and accompanying web campaign have only helped to muddle both brands. In fact, Chrysler's sales have slumped badly in the wake of the Dr. Z offensive, diving faster than the legendary German Stuka divebombers of WWII infamy.

So, here's hoping Dr. Z is relieved of his command forthwith and banished to the Russian front (or wherever it is that unsuccessful auto execs are banished to these days). Chrysler needs to return to its American roots and stop confusing people with mixed messages from a scary, dictatorial-type figure. This campaign would be funny if it wasn't meant to be serious.

Comments

[Repman Jr.]

Well put, Repman. These commercials are more annoying than the average car commercial (which puts them off the richter scale). However, despite the thick German accent, I dont think it's fair to compare the guy with an authoritarian Nazi figure. That said, I would also like to see him banished to the Russian front.

[Letha]

I agree that the commercials are not the best and you have some valid points. However, I think they are effective on some level. From the three I remember seeing, I walked away with the following messages:
Kids don't care about technology, mom's appreciate the vehicles flexibility and the cars are safe. Of course he's portrayed as someone who is supposed to be super smart - thus the 'Dr. Z' and all the techno talk but he comes across as a dud to others in the commercial. Besides, it's gotten my attention among all the other same as the next car commercial ads.

[Letha]

I agree that the commercials are not the best and you have some valid points. However, I think they are effective on some level. From the three I remember seeing, I walked away with the following messages:
Kids don't care about technology, mom's appreciate the vehicles flexibility and the cars are safe. Of course he's portrayed as someone who is supposed to be super smart - thus the 'Dr. Z' and all the techno talk but he comes across as a dud to others in the commercial. Besides, it's gotten my attention among all the other same as the next car commercial ads.

[Amanda Chapel]

Repman,

An indelible caustic politically-based opinion on a worldwide billboard is an interesting new business ploy.

Generally speaking, and not to put too fine a point on it but, what the (expletive deleted) were you thinking?

- Amanda

[Steven Cody]

Amanda (or "a man," if you will), I honestly don't draft my blogs with new business in mind. If today's comments in some way prevent our being able to work with DaimlerChrysler in the future, so be it. Don't know about you, but I think the best corporations are looking for counselors who tell them when they're wrong or, as is the case here, when their creative is way off base.

[Amanda Chapel]

You blog post wasn't professional commentary, per se, or counsel for that matter. As I said, it was an indelible caustic politically-based personal opinion on a worldwide billboard.

If I were looking for a PR firm presently, I'd be concerned with your judgement.

- Amanda

[The Dish]

Yea, every time I see these damn commercials I wait for the Volkswagen logo to appear - and then I realize it is a Chrysler commercial every time. It does not make any sense to have this guy representing this company. Now the VW Jetta ads - genius - I'm never expecting the crash.

[Lunch Boy]

For what it's worth, I really dig the new Red Stripe commercials. Haven't seen anything like them before...

[mb]

just noticed this. dude, i found the ads entertaining....lighthearted... and a breath of fresh air during the auto downturn that is ravaging us here in SE Michigan. So maybe you might just turn down the volume and find out if perhaps the ax you grind might be a little too heavy in this case. lighten up! never is an ad campaign something to elicit such venom. a) in the grand scheme of things, its just NOT that important;
b) they were at times FUNNY...try to look at it from a whole new perspective;
c) maybe it would help jump start your career and interests in the working world..and your outlook in general!

GOOD LUCK