Chevrolet pushed the wrong button in their time machine.
03-21-2006, 09:24 AM
#1
Burning Brakes
Thread Starter
Chevrolet pushed the wrong button in their time machine.
Opinion: Girls Play With Dolls?
Chevrolet and its advertising agency have pushed the wrong button in their time machine, and they've ended up back in the Fifties.
Chevrolet's brochure "Men, Women and the Truck," has a message: "Girls Play with Dolls, Boys Play with Trucks." Talk about being dated!
Wait! It goes on: "Men are born with the horsepower gene. Just as some women are born with the shoe gene."
Ad agency Campbell-Ewald's answer: So what's the problem?
"What we were striving to do with this piece was to appeal to men. Ninety-one percent of our buyers are men," says Andrea Wells at Campbell-Ewald. "We asked what could we do that would be engaging. We wanted to poke fun at the stereotypes that are out there and we felt it was an engaging and charming way to draw people in."
Campbell-Ewald says the brochure tested positive with its focus groups. Positive for what, we wonder? Alienating women?
"We don't think we've put women back in the dark ages," says Wells. "We embrace the diversity of all people who buy Chevrolets. We are very progressive in the breadth of communications that we do." Conversations with other senior advertising women at General Motors did not produce the same enthusiasm. "This is bad," said one top female advertising executive.
Would they do it again? "Absolutely," says Wells with unfailing confidence.
Women purchase 30 percent of all trucks, according to J.D. Power. Someone should tell that to the folks at Chevy and Campbell-Ewald. In the meantime, gals, Chevrolet thinks you play with Barbies. Doesn't that just tickle your innards? And now you know that men who drive Silverados are muy macho and have claim to the horsepower gene.-Kate McLeod
http://www.thecarconnection.com/Auto...73.A10173.html
Chevrolet and its advertising agency have pushed the wrong button in their time machine, and they've ended up back in the Fifties.
Chevrolet's brochure "Men, Women and the Truck," has a message: "Girls Play with Dolls, Boys Play with Trucks." Talk about being dated!
Wait! It goes on: "Men are born with the horsepower gene. Just as some women are born with the shoe gene."
Ad agency Campbell-Ewald's answer: So what's the problem?
"What we were striving to do with this piece was to appeal to men. Ninety-one percent of our buyers are men," says Andrea Wells at Campbell-Ewald. "We asked what could we do that would be engaging. We wanted to poke fun at the stereotypes that are out there and we felt it was an engaging and charming way to draw people in."
Campbell-Ewald says the brochure tested positive with its focus groups. Positive for what, we wonder? Alienating women?
"We don't think we've put women back in the dark ages," says Wells. "We embrace the diversity of all people who buy Chevrolets. We are very progressive in the breadth of communications that we do." Conversations with other senior advertising women at General Motors did not produce the same enthusiasm. "This is bad," said one top female advertising executive.
Would they do it again? "Absolutely," says Wells with unfailing confidence.
Women purchase 30 percent of all trucks, according to J.D. Power. Someone should tell that to the folks at Chevy and Campbell-Ewald. In the meantime, gals, Chevrolet thinks you play with Barbies. Doesn't that just tickle your innards? And now you know that men who drive Silverados are muy macho and have claim to the horsepower gene.-Kate McLeod
http://www.thecarconnection.com/Auto...73.A10173.html
If Chevy wants to piss off a demographic, it's their choice. They're in deep enough shit as it is so if they don't feel like recovering, then that's their perogative.
03-21-2006, 10:33 AM
#5
The sizzle in the Steak
meh
03-21-2006, 10:35 AM
#6
As long as it's done in jest (which I'm sure it was), I see no problem.
03-21-2006, 10:36 AM
#7
Go Giants
Is this like a womens lib type thread?
Trending Topics
03-21-2006, 06:10 PM
#8
Senior Moderator
some people get excited over the stupidest things
03-21-2006, 09:55 PM
#12
The sizzle in the Steak
Originally Posted by Whiskers
Is this like a womens lib type thread?
03-22-2006, 08:17 AM
#14
Senior Moderator
What Moog said!!!
03-22-2006, 10:16 AM
#15
The sizzle in the Steak
Originally Posted by deandorsey
yep
i'm gay because i try to keep this forum busy with relevant auto news
WOOOOO!
i'm gay because i try to keep this forum busy with relevant auto news
WOOOOO!
...and congrats
for stepping out of the closet:wink:
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