{"id":336,"date":"2009-04-06T00:05:00","date_gmt":"2009-04-06T07:05:00","guid":{"rendered":"http:\/\/danoday.com\/blogWORDPRESS\/2009\/04\/06\/monday-radio-commercial-smackdown-bmw-continues-to-lead-in-the-bad-radio-advertising-by-luxury-automobiles-segment\/"},"modified":"2009-04-06T00:05:00","modified_gmt":"2009-04-06T07:05:00","slug":"monday-radio-commercial-smackdown-bmw-continues-to-lead-in-the-bad-radio-advertising-by-luxury-automobiles-segment","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/04\/monday-radio-commercial-smackdown-bmw-continues-to-lead-in-the-bad-radio-advertising-by-luxury-automobiles-segment\/","title":{"rendered":"MONDAY RADIO COMMERCIAL SMACKDOWN: BMW Continues To Lead In The "Bad Radio Advertising By Luxury Automobiles" Segment"},"content":{"rendered":"

<\/p>\n\"\"<\/a>\n<\/p>\n

<\/param><\/param><\/param><\/param><\/param><\/embed><\/param><\/center><\/object><\/center><\/p>\n

This commercial involves the story of half a million people. We know that because the opening line is: <\/p>\n<\/p>\n

“Who are we to argue with half a million people?”<\/p><\/blockquote>\n

Except…That’s not what the story is about. The story is about…uh, pre-owned BMWs. Not an interesting story. Not a good story. But despite the expectations raised by the opening line, that’s what this spot is about: pre-owned BMWs.<\/p>\n

The second line indicates what the commercial really is about \u2014 and, I suspect, inadvertently offers a statement that could get BMW in trouble with the Federal Trade Commission:<\/p>\n<\/p>\n

“That’s half a million satisfied customers who have made BMW the leader in the luxury segment.”<\/p><\/blockquote>\n

This is just a hunch, but I suspect “half a million” is the number of people who have purchased pre-owned BMWs. That doesn’t necessarily equate to half a million satisfied customers.<\/p>\n

Why do I get the feeling BMW made an unsupportable leap from “customers” to “satisfied customers”? Because in this spot they make the claim without supporting it. If 500,000 people who purchased pre-owned BMWs reported they were delighted with their vehicles and would recommend pre-owned BMWs to their friends, it would be been smart to say so in this spot.<\/p>\n

Just a hunch, based on experience. Perhaps they were<\/span> referring to such a statistic but don’t understand why they should cite it (i.e., to establish credibility).<\/p>\n

But it doesn’t matter, because that’s not the horrific part of this commercial. The really awful part is…<\/p>\n

…Actually, there is no really awful part. It’s all so extraordinarily innocuous that it has no impact at all \u2014 not even a negative one.<\/p>\n<\/p>\n

“…the leader in the luxury segment.”<\/p><\/blockquote>\n

Okay, that’s a joke, right? They don’t really believe there’s even one consumer who ever has uttered (or even thought) the words, “the luxury segment,” do they?<\/p>\n<\/p>\n

MRS. STUPID: Gee, Honey, what kind of car should we buy?<\/p>\n

MR. STUPID: Doesn’t matter to me, Sweet Pea, as long as it’s one of the models in the luxury segment.<\/p><\/blockquote>\n

What is this commercial’s Core Message<\/span> \u2014 the one thing they want the targeted audience to hear, to understand and to remember? Is it:<\/p>\n

* Largest selection to choose from online? (Bonus points for the passive language, guys.)<\/p>\n

* Comprehensive protection plan?<\/p>\n

* All vehicles meticulously serviced by BMW technicians? (Does BMW have a less expensive program offering vehicles that have been serviced by BMW technicians but not meticulously? “All vehicles haphazardly serviced,” perhaps?)<\/p>\n

* The vehicles go through \u2014 this is breathtaking \u2014 an inspection process? A rigorous<\/span> (vs. a lax) inspection process?<\/p>\n

Just when you think, “Well, at least they’ve run out of dumb things to say,” BMW surpasses expectations:<\/p>\n<\/p>\n

“Not to mention it offers something no other manufacturer can…”<\/p><\/blockquote>\n

This is Copywriting 101, folks. Saying “not to mention” before mentioning something is stupid. Not to mention it’s bad advertising.<\/p>\n

The Call To Action?<\/span> Visit a laughably clumsy URL.<\/p>\n

The reason to heed that Call To Action?<\/p>\n<\/p>\n

“For details.”<\/p><\/blockquote>\n

Talk about your irresistible offers.<\/p>\n

Here’s the entire message this commercial contains: “BMW sells used cars. Please buy one.”<\/span><\/p>\n

Contained but barely communicated.<\/p>\n","protected":false},"excerpt":{"rendered":"

This commercial involves the story of half a million people. We know that because the opening line is: “Who are we to argue with half a million people?” Except…That’s not what the story is about. The story is about…uh, pre-owned BMWs. Not an interesting story. Not a good story. But despite the expectations raised by […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,133,30],"tags":[],"class_list":{"0":"post-336","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-radio-commercial-critique","7":"category-radio-commercials","8":"category-radio-copywriting"},"yoast_head":"\nMONDAY RADIO COMMERCIAL SMACKDOWN: BMW Continues To Lead In The "Bad Radio Advertising By Luxury Automobiles" Segment - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2009\/04\/monday-radio-commercial-smackdown-bmw-continues-to-lead-in-the-bad-radio-advertising-by-luxury-automobiles-segment\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MONDAY RADIO COMMERCIAL SMACKDOWN: BMW Continues To Lead In The "Bad Radio Advertising By Luxury Automobiles" Segment - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"This commercial involves the story of half a million people. 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