I’m not a car guy. My sister knows more about engines than I do, not that there’s anything sexist in that statement (maybe there is.) I asked my son recently “What’s a Hemi?” That’s the context. But I do know advertising and marketing and have an ear for what consumers will like. And the president and CEO of Dodge, Ralph Gilles, talking about his brand and the tres cool Dodge Challenger (in this video) is a winning piece of marketing. Shot and (perhaps?) concepted by Cobrandit’s Owen Mack, this piece made me want to go trade in my Prius for a Dodge anything. Great advertising makes you feel something, then do something. In my case the “do” was post to the blog.
Mr Gilles is the absolute perfect salesman for this car and this brand. Just listen to him. Not a suit, he. Just a lover of cars and engines and Dodge and, I can tell, people who love cars. So they will trust him. He’s black, presumably from the motor city, rocking the bald head thing, styling the clothes. He is very videogenic. And the cars he’s showing are pulsing with power. As is he — in a very friendly way.
I worked at McCann for a number of years when they would trot out CEOs to walk through the corporate headquarters and tell America that “the road to the future was paved with GM” or some such. It was suits selling suity cars. Wrong, wrong, wrong.
Mr. Gilles can bring back Dodge as long as the cars are good and he keeps talking to the people like this. Get him on TV and radio. Show these car designs, spin some Detroit magic, mint some money. His next Job? The new US Fiats. Peace.