Harry's Million Dollar Invite...Get Yours!

One day last summer, Birney, art director Lewis Baker and copywriter Mike Oxner were sitting around Oxner's apartment, trying to think of ways to make Honda drivers fling their keys into the Detroit River and buy Chevrolets instead.

"You know what we need," one of them said, "is some sort of re-education program," a campaign to make people realize that a 2009 Malibu bears no relation whatsoever to their neighbor's 1982 Dodge Omni that conked out after 62,000 miles.

As the mental dominoes fell, they thought of a campaign patterned after those old public service announcements. And then somebody said wait, not a pattern. We should do parodies.

They thought of a few examples. Like, remember the one where the impossibly old Native American wept at the thought of pollution? Instead, they could have him gazing out over the Santa Monica Freeway, crying because everyone was driving imports.

Intrigued with the possibilities, they pitched the idea to Chevy, Campbell-Ewald's biggest client.

No thanks, Chevy said.

Chevy needs to sell cars, not make broad philosophical points about the need to support American industry.

And the American Automobile Manufactures are scratching their heads and wondering what in the World is happening to their broken business model.
and being afraid for whatever reason that you might make your foreign counterparts mad!
It's two things, one is poor marketing



Get Your Million Dollar Calling Card! harry@carconcerns.com


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