Somewhere, someone is creating radio commercials that are worse than those aired by automobile dealers.
But that somewhere isn’t here.
“Now is the best time” — Anyone who begins a radio commercial with the words (or a close variation thereof), “Now is the time” should never be allowed to write another radio commercial.
“This is Nissan Now.” Oh. Gee, great. Nissan Now. That means so much to the listener.
“A sales event” — At least they’re being honest. It’s a sales event; an event created in the best interests of the dealerships. Too bad it’s not a buying event, which might interest people who…oh, I dunno…maybe want to buy a car?
“with our best deals ever” — So I guess all the other offers Nissan ever has made have ranged from “lame” to “pathetic.”
“Get quality now” — Mumble mumble something about ranking J.D. Powers something….
“Get savings now” — Pretty elegant wording, huh? “Honey, let’s go over to the nearest Nissan dealer and get us some savings!”
“This is Nissan Now” — Thanks for reminding me. Whatever “Nissan Now” is.
“Event ends soon” — (Sorry, we’re not allowed to be more specific. Just “soon,” okay? Trust us.) Of course, while some listeners are thinking about buying a new car, no one in the audience is looking for a sales “event.”
Then comes 15 seconds of weasel words.
And the final words of the spot: The Web address of a place where no matter how badly you’d like to, you can’t buy a Nissan.
And now for a list of all the good things about that commercial….
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Problem is, it’s goes back to my comment last week about radio stations producing crap. when crap is the standard, you have too many spots like this ending up on the air.
All I hear is “NOW” the rest is forgettable, especially when when someone is driving down the highway using the radio as background noise while they’re on their cellphone talking to god knows who….or working in the office talking to a co-workers, boss, etc.
It’s a “everything including the kitchen sink” spot….hard on the ear. the voice talent does his best, but it’s way too much copy.
The sad part of this is that this spot was likely produced by a leading agency who in turn hired a top flight production studio to hire a voice talent with a smooth delivery when he says, “Now” who was paid double-scale to read this garbage. They could have saved oodles of dough by calling me. “Calling all car manufacturers: I’m having a commercial producing event! Hurry…it ends soon.”
You’d think someone would have the guts to step up and say “this spot is bad” but I suppose at every level of radio production you have the yes men for a buck.
While dan rips apart the cliches nicely, I just casually listen to it and comment, because that’s what most people, if you’re lucky, will do.
I hear stuff like this locally produced on a local radio station in my market…and I cringe. You know the sales guy wants the $$$ more then really servicng the client, OR as a lot of people in the industry are too close to it, they don’t have the objectivity to think like average listener.
As much as the words are important, so is the flow and ease it is on the ear. What’s written isn’t necessarily as effective when it’s spoken. If you’re familiar with the Orson Welles outtake you know what I mean.
hmmmm. gorilla warfare? impatient and hungry? a nail and a screw driver.
good luck with sales.
Now? Wow. Makes me miss “Dogs love trucks.”
Okay, I’ll be the lone opposing voice.
If I said \Let’s go get a Starbuck’s NOW\ to someone who has already experienced and enjoyed Starbucks, would I have to say any more to encourage that person to come with me to Starbucks?
It’s my impression that the Nissan commercial isn’t written for people who are CAR shopping. It’s written for Nissan customers who may have been delaying their car buying for one reason or another. Or, a less-than-agressive to Toyota owners who may have been ready to buy a car, but are also delaying their purchase decision.
The commercial does an effective job of implanting the \Nissan Now\ phrasing in the listener.
Its not enough to cause me to buy a Nissan, but is it enough to cause a Nissan customer to consider buying a Nissan NOW?
Glen,
I think that if you substitute the word “Starbucks” every time you hear the word “Nissan” you’d see that it doesn’t work. Especially with the 15 second disclaimer… I’ve driven Nissans, and this commercial doesn’t give me ANY reason to consider buying. If I’m in the market for a car, it’s not going to cause me to consider Nissan above any other. Now… a testimonial spot…possibly…
A disclaimer when no offer is made to disclaim is a waste of air. NOW and always.