Thursday, 20 June 2013

'I bought a jeep' - the cleverest ad on TV


On Australian TV, one of the most clever ads I've ever seen has made an appearance.  There are at least three versions.


1. At home, husband comes home from work and asks casually what she chose.  Wife replies in voice of pleased achievement, 'I bought a jeep.' He queries and she repeats.  He is looking at her with surprised admiration -  'You bought a jeep!'

http://www.youtube.com/watch?v=OlKHX9et73w

2. A kid at school, opening his lunch-box, mentions to his mate that his mum bought a jeep. The other kid double-checks and then stands up and shouts it out to those around as if it was some great achievement - 'Harry's mum bought a jeep!' 

3. An operating theatre.  Surgeon mentions to his assistant that his wife bought a jeep. The assistant stops and stares, 'She bought a jeep!'  His expression shows that he thinks it some amazing achievement.  Surgeon replies 'It's not brain surgery, she bought a jeep!'

http://www.youtube.com/watch?v=mwwyJOMG0NM

There are a couple of others.  In each case, there is not the slightest attempt to justify the decision, not the slightest attempt to say why the jeep might be suitable for the purpose, and not the slightest attempt to say why the decision to buy a jeep rather than anything else is an achievement that invites pleased admiration.  Just the words used in different scenes and the swirling movement of music and showing the jeep.


Now a big 4 wheel drive is good for towing caravans, and it is good when the drive to the farm-house is boggy. It is good for those who like to tackle rough country - or to pretend that they do.  But it is quite unsuitable for running around a city, and sometimes very difficult to park in the space allocated in some carparks. It is not a practical choice for most people. So what do the ad people decide?  Skip that bit - just pretend, and it will be fixed in people's mind that buying a jeep is somehow an achievement.

Very, very clever.





This is a picture of a truck - almost as impractical as a jeep to get around town.

But as the blog refuses to allow me to upload new pictures, I thought I'd just ask you to pretend that it is a jeep. 

The dog is Lassie, a farm dog who lived around 50 years ago.





















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https://www.smashwords.com/books/view/169513
  
 


3 comments:

  1. Not that it's consequential, but I concur. The music selection, Potbeleez (2007), is critical, but the concept, by no means novel, is masterfully applied. 'Say it is so, and it is so...', 'Build it and they will come...', the promotion of the concept that the completion of the promoted action is easily secured success, or, as you so eloquently characterize it, a patrician 'achievement', sweeps the prospective market to the show-room. Worth the money! K (an australian)

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