Car with a superstar!!

Is it just me or is that some marketers beat the shit out of rational thinking. why are superstars important in marketing a car, that too without any creative approach....I know right from LUX to orient PSPO uses stars to market their stuff. Is it really worth it???
There was a time when Amitabh Bacchan endorsing a product would command attention, thats not the thing anymore. He endorses life insurance, banking products and for crying out loud chavanprash aur tho aur 1 rupee ka tailmalish in the same breath.

When it comes to cars I don't really care who endorses my car..really Sharukh or Yuvraj Singh. The theory used by marketers is their characteristics match the TA...balls.. We never really connect to them. For God's sake our flats must be smaller than their bathroom nor did my neighbour Gupta uncle select his Santro cause Sharukh endorsed it...naaahh

The other day I was driving along Mahim causeway and happen to see a billboard with Yuvraj Singh in the front and the new Fiat Punto somewhere in the back...what a waste?? what are they trying to tell...is that the product manager or did the agency give into his demands...such a shabby work. Have a look at this.......


May be they are trying to say..his scarf matches the colour of the car.;)

I think so there are some sectors like Fashion and cosmetics where their appeal is obviously the greatest but cars and chavanprash really..well its not that one can't use them but in a way that creates a sensation ..like play with their attributes, may be physical or characteristics peculiar to the star or reverse snobbery...be creative while maintaining finesse. One of the best campaings that went into advertising folklore was introduced in 1959 by New York ad agency Doyle Dane Bernbach for their client Volkswagen. This was a time when huge fuel guzzling, metal beasts ruled the roost in the American market. The task was to create a new market for a small, fuel efficient and a practical car. The execution was perfect, cool understated style, reverse snobbery and other such antics appealed to the American masses.

Check the way they have used NBA superstar Wilt Chamberlain in the ad...too goood


The headline reads like this: They said it couldn't be done, it couldn't.

Wilt is 7'1, the bug is known to have great head room but not for someone as big as Wilt but for an average American, thats what the ad's body says. They featured Wilt and communicated their point with finesse.

Also, have a look at these gems...the agency and the client had the balls to do this



This was a time when the moon landing mission was a big buzzzz...totally captured the essence.







There were couple of TVC's which were brilliant in what they wanted to say...check these story boards...