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MONDAY RADIO COMMERCIAL SMACKDOWN: Asking An Incomprehensible Question

This radio commercial goes beyond mere incompetence and enters the realm of Just Plain Bizarre:

The opening line — their one chance to attract the attention of the targeted listener — is:

“How did Dodge become part of the fastest growing auto maker in California?”

Advertising Solves Problems.

No one in the radio audience is grappling with the problem of discovering how Dodge became part of the fastest growing auto maker in California.

No one.

But what the heck are they referring to? What company is is the fastest growing auto maker in California to which they refer?

Dodge-Chrysler?

Or is it Fiat, which acquired Dodge after its bankruptcy a few years ago?

Can the ad agency that created this monstrosity honestly claim this radio advertisement will help the advertiser in any way?

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  • Larry Fuss June 24, 2013, 10:49 am

    At least they didn’t say “for all your automotive needs.”

  • Jim Gilles June 24, 2013, 11:08 am

    Makes my head hurt – sprained on mental gymnastics trying to force a distorted factoid into a USP. Your mileage may vary depending on rates of acceleration, time, space, and engine displacement size and ratios.

  • Randy Adams June 24, 2013, 12:37 pm

    There are many times that a business wants to toot their own horn when given the token :30 or :60 to do so. Even if it’s against all the agency or account rep believes will “help” the client.

    It doesn’t offend me that they’re asking the question. They answer it even if I’m not wondering. I didn’t know that they WEREN’T one of the fastest growing before the spot.

    Now I do.

  • Mark June 25, 2013, 7:04 am

    Is that some kinda “California Sun” knockoff music in the background?
    I miss The Ramones.
    My buddy had a Dodge Dart in the 70’s.
    That car sucked!
    I think I’ll go to the beach…

  • Mark M. June 25, 2013, 8:09 am

    Perhaps it’s become more of a pet peeve than a general rule, but rarely should copy open with a question. Firstly, it’s a question that no one is asking and, secondly the next sentence will inevitably follow with an answer. Deep-six the question and start with the answer, which usually makes a pretty strong statement.