Who caught up with Ewanick's latest assessment of Goodby's Chevy work?
Ewanick said he has “seen grade-A work,” from Goodby, Silverstein & Partners, the San Francisco agency that is the creative force behind the “Chevy Runs Deep” campaign that began last fall.
“The problem is, it hasn’t been consistent,” Ewanick said last week in an interview with Automotive News, a sister publication of Crain’s Detroit Business. “We need to find our stride where it’s always at that level.”
But, he said, “To get an A, you have to be consistent. That’s more of C and B work when you can’t find the consistency.”
He said he expects to see more contemporary versions of iconic Chevy campaigns. Modern iterations of Americana-heavy “Like a Rock” from the 1990s and the “American Revolution” campaign of the past decade “could be used at any time,”
Wait just one minute!!! Whaddya mean!? I thought that old Cambell-Ewald stuff was just advertising trash? Goodby was supposed to remake the brand in a whole new and compelling image! ... Right?
Right!
Like a Rock.
5 comments:
Very perceptive, DMG, and perhaps a bit cynical.
But, hey, why not?
They've had plenty of time to get their act together, but something is obviously not on track. I suspect a combo of client & agency....and not just at the Chevy brand.
And they want to be like Apple too----who doesn't?
It's all a shame, really, since all the GM agency shakeups caused such turmoil for some fine ad folks in Motown.
There was nothing wrong with the stuff coming out of Campbell-Ewald. The problem was the stuff coming out of GM.
They couldn't fire themselves for making bad cars for 20 years, so they fired the agency whose good advertising exposed their bad cars for 20 years.
It wasn't all good advertising, no. But when someone asks you to sell a turd...
Anyone who didn't see that passing of the buck hasn't been paying attention.
Bah - you bunch of wimps. If someone asks you to sell a turd, that's just what you do: you sell the turd.
I don't know how we're ever going to get beyond the damage all the MBAs have done to the advertising business.
Go sell a turd - you'll feel better.
Sometimes, I'm embarrassed to be part of the modern media business. It has truly devolved into a shallow, dehumanized troth of sensationalist FUD-mongers.
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