Quote:
Originally Posted by BennyC76
Ok, so to try and be constructive and put some reasoning behind my dislike for the advertisement.
I think they need to put an Australian spin to the montage. Perhaps some images of people visiting iconic places in Australia in their jeeps, Fraser island, Ayres rock ect. This would help potential clients and current owners make a connection with the jeep brand that has local links. In so creating a lifestyle image of jeep that is connected with the Australian landscape, not images which show the Grand Canyon in the background. Imagine a Wrangler getting some articulation in front of Ayres rock or a Grand Cherokee crossing a sandy creek at central station Frasier Island. Jeep Australia needs to use images we, Australians, can relate good experiences to, not experiences that Americans relate to. This, in my opinion, is where the campaign falls down.
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I agree partly.
Yes - its a very Americanised Ad. Yes, it wouldnt hurt having some
subtle Aussie icons etc. But it shouldnt be overdone.
(the aussie band is almost enough:P)
As said by others - its an American 4wd. Theres no point advertising it as an aussies 4wd.
Its a 4wd aimed for those with a sense of adventure. Buyers want the adventure that comes with the iconic grille and badge.
It would almost be like seeing a Hummer Ad, where as the Hummer is climbing Ayres rock or something. Its just not right. It has to have the red white and blue in the background somewhere - the southern cross would not suit.
Otherwise i think the audience would automatically catch on that its trying to hard to appeal to Aussies.
It has to appeal to the target audience by being true to itself.
For some reason - I think Aussies see Toyota's as being..well, pretty much as close to aussie 4wds as you get.
And most of the toyota 4wd owners i see under the age of 30, are bogans.
Thats why i rekon they have ads aiming to be 'built tought', with red dirt and the like in the background - such as the Ad that had the whole 'nothing soft gets through' thing.
I like the Ad. I think id fall into the target audience, and if i had another car - id be slightly jealous of those that did have jeeps, because they obviously have lots of fun.
