Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
So in the wake of the massive discussion about CarDoll in Ralph Paglia's post, Attacking People in Social Media Based on Appearance, Sexual Orient..., I find myself examining my own prejudices and philosophies with regard to how much I enjoyed this Kate Upton Slow Car Wash commercial for Mercedes Benz versus the debate about Jamie Lynn's CarDoll videos.
Below I include both the MB commercial, which has drawn a lot of public criticism, and one of the CarDoll training videos. My conclusion follows the videos...
So what do you think? For ME, the difference is that one product is personal, and one product is professional. There is no doubt that sexy (or the implication thereof) sells. A comment was made in Ralph's discussion that major companies use so-called "BOOTH-BAIT" at NADA and other conferences. Using sexiness appeal to attract attention to a product and using sexy AS the product are two different things.
I think I could value Jamie Lynne's training messages better if they kept the hot intro and the sultry image to GET my attention, but put her in a business suit to keep my attention and teach me a business lesson. The content has to stand on its own either way, but at least it wouldn't get lost in gratuitous cleavage and Battlestar Galactica-style video gimmicks with moving handheld shots and short cuts.
I meant when I said in Ralph's discussion that I wish CarDoll luck; risk-taking is to be admired in this competitive business world. As for Kate Upton's commercial, all I can write is 'wow'. I would say that she 'had me at hello', but did she even SAY ANYTHING? I guess I have to watch it again to see.
Interactive Media Manager / Industry Analyst
24/7 Interactive Automotive Dealer Website Chat Solutions
Hosted or In-House Options – FREE web chat software
Tom is an automotive writer and author with more than 15 years experience in virtually every aspect the retail auto industry, from sales and service, to web development and viral marketing.