It’s SuperBowl Sunday, but unlike many Americans, I am not watching the fanfare. But as I type away on my keyboard, editing a presentation deck for tomorrow, I notice that the pattern of tweets on Twitter suddenly and overwhelmingly point towards praising the Chrysler Superbowl ad. A couple of clicks, and I’m watching a two-minute masterpiece.
Do you know why this ad is so effective? There are three simple reasons:
- The entire spot is a single provocation. It’s aggressive, in-your-face, and challenges your orthodoxies and beliefs. It takes a stance. It has a point of view.
- It speaks the truth. There is no borrowed interest. No sugarcoating. No corporate imperialism that gets in the way of showing the cold-hard fact that Detroit is not a nice place. It is the simple truth.
- It delivers the truth with emotion. The message speaks to the emotional part of the brain. Watch it carefully and you will see all of the features and benefits of the car that are actually being touted, but it’s all about the emotion.
So many times when I tell people I do marketing for a living, I receive looks or comments that suggest that I am a professional liar. And many marketers fuel the idea that marketing is the same as lying by employing ridiculous hyperbole as a way to differentiate or get noticed. Once I heard the vice president of a large science company address an internal audience and quip “I’m a marketer, I can take liberties on the truth a little bit”. I know he was kidding. But I didn’t like it, anyway. And I beg to differ.
Marketing is not lying. Marketing is the distillation of the truth, packed with an emotional stance from the company’s point of view. Period. Thank you, Chrysler, for a clear, bold demonstration of this.