Audi goes vroom at the Emmys.

If you watched the 2017 Emmy Awards this past weekend on CBS, you got a real sense of what the Television Academy was interested in this year. (And apparently, it wasn’t ratings.) But you also got some interesting advertising from Audi.

Audi ran three spots (multiple times) throughout the evening under the theme of “celebrating performance.”  Take a look:
Cheers

Star Trek

Mary Tyler Moore

In the spots, three Audis (the 2018 SQ5 SUV, the 2018 TT RS coupe and the 2018 R8 sports car, which starts at $164,900,) accompany a small orchestra playing classic TV theme songs. Pretty good idea, considering that the Emmy audience is likely made up of people who love television, so the spots create immediate context.

Here’s the text that Audi posted on YouTube along with the “Cheers” spot:

Sometimes you wanna go where everybody knows your name. Other times you wanna use three Audi vehicles to perform TV theme songs. This is one of three pieces performed by the Audi Orchestra on Emmys night 2017. A demonstration of Audi’s unrivaled technology in honor of some of TV’s greatest shows. Orchestra members include the R8, SQ5, and TT RS. All songs are performed in the key of quattro.

Progress is celebrating performance.

Hmmm. The Audi Orchestra. Television theme songs being played by vroom-vroom-vroom-ing. Can you identify the value that brings to the average consumer? Neither can I.

Let’s start with what’s good about these spots. First, they’re beautifully executed, beautifully filmed. We get a nice motion cam beauty shot of the rear-mount V10 engine on the R8, some cool in-and-outs on the high-speed-spinning rims, and gorgeous pullouts of the soundstage. Really nice. Venables, Bell and Partners have done some incredibly impressive work for Audi over the last several years, including their Super Bowl spots, which have been sweeping cinematic victories.

Oh, and they show the new cars. That’s always a good thing.

But that’s about it. From a strategic perspective, these spots would get rejected in advertising school for several reasons:

1. They’re self-congratulatory. While it’s important to tout your features, it’s best to do it in a way that helps consumers understand what those features do FOR THEM. Not for some contextualized television experiment.

2. They’re wading into positioning territory that’s blurry. Remember, when a consumer shops a category, the position of all players in the category matter. BMW, whether Audi likes it or not, owns the concept of “performance” in the mind of the consumer. Trying to wrestle that free is dangerous at least, and a colossal waste of money at worst.

3. There’s no VALUE created for the consumer. Ok, great. A limited production vehicle that starts at $165,000 goes “vroom.” What else does it come with?

Look, I’m not saying you can’t do daring, or beautiful, or interesting, or arty work in advertising. You totally can. Even if it doesn’t necessarily sell. (Sorry, Uncle David.) But if it doesn’t differentiate the brand in some meaningful (to the consumer) way? Don’t bother. At the end of the day, any car can go “vroom.” Even my mom’s Nissan Altima does that. And for about $135,000 less than your shiny orchestra piece.

The real test of any advertising is to discern whether or not you come away with any sense of VALUE. Even your basic tire dealer spot that runs on the local cable network in anytown USA is going to leave you with a basic idea like “oh, cool. I buy three tires and get the fourth one free.” That’s value. Or if it’s not an offer-based spot, you might say, “oh, cool, that little thingy there keeps my food fresh for an extra two hours.” That’s feature-based value. But I watch these spots over and over, and can’t imagine anyone saying, “oh, cool. I can vroom-vroom around town to the tune of ‘You Really Got Me’ with these really nice import cars.”

At least we have Audi’s Super Bowl spots to look forward to.

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CBS’ branded content mishap

frank_endorsements

In the words of Howard Mittman, a colleague of mine, and current publisher of GQ, “branded content sucks…basically because it’s branded.” He said this quite directly to a group of marketers and agency creatives during an event I hosted back in 2012 discussing the future of creativity. His words never rang so true as they did last night, when CBS broadcast a 2-hour special to commemorate the 100th anniversary of Frank Sinatra’s birthday.

The broadcast was neither a celebration of Frank Sinatra’s birthday (that’s next week, on December 12th,) nor was it simply a network broadcasting a program of entertainment tailored to its slightly older demographic audience. It was simply (and sadly,) a bloated bit of branded content.

The broadcast bill was (likely) shared between The Grammys® and Steve Wynn, both of whom were on full display during the event. In short, the variety-format music program was basically a 2-hour commercial with paid talent and a sorely lacking bit of licensed footage strewn throughout.

If you’re a real Sinatra fan, this program was a letdown. There was very little actual Frank Sinatra footage, and the lineup of talent was, well, suspect. Seriously. Adam Levine is very good at what he does. And that is NOT singing standards.

Instead, it was a 70-day prequel to “music’s biggest night,” which airs on CBS on February 15th. Hence the lineup of Grammy sweethearts: John Legend, Carrie Underwood, LL Cool J, Zac Brown. And some kind of weird choices, like Nick Jonas, Adam Levine, and, well, isn’t that enough? The only surprise is that Taylor Swift and Bruno Mars weren’t on stage to sing “Me and My Shadow.” (You’re welcome, CBS. And see what I did there?)

According to Nielsen, the show was viewed by 8.74 million people. My guess is that was enough of an audience for these two “producers” to foot the bill for the ad time (and likely a hybrid time-buy,) to gain broad exposure for both of their properties. The Grammys would like the world to tune in on February 15th, and Steve Wynn would like at least 1% of the world to visit his hotel and casino.

It’s perfectly acceptable to promote your properties, and perfectly fine to do it with entertainment content. Brands do it all the time, and most of the time, they do it well. But last night was a prime example of getting it wrong. Mostly because the core audience was ignored, and the subject matter of the program was somewhat mistreated.

Frank Sinatra fans probably tuned in last night to see and hear FRANK. But they didn’t. They got…Adam Levine. So it ends up coming off like a bait and switch. If you’re going to attempt to push your brand through content (it’s an excellent idea,) then remember – as with all aspects of marketing – to keep the consumer at the center of the conversation. Last night could have been something special, but it wasn’t, precisely for that reason.

My thoughts on how they could have gotten this right:

  1. MORE FRANK. When you say you’re celebrating Frank Sinatra at 100, you should probably spend more than six total minutes on your subject matter, and maybe slightly less on pop stars and benefactors.
  2. LESS WYNN. A simple “coming to you live from the world famous Wynn Resort” and a couple of well-timed commercial spots would have been just fine. Cutting to camera shots of Mr. Wynn and his wife approximately every four minutes might have been overdoing it.
  3. CONNECTIVE TISSUE. Sure, CBS wants to promote the Grammys, and Frank Sinatra and music and awards are all connected at the hip. Frank is a Grammy hall-of-famer, with 13 Grammy Awards, and 32 nominations. Grammy could have celebrated Grammy by celebrating Frank’s Grammys.
  4. CONTEXT.  Instead of people simply singing standards that Frank made famous, they could have done vignettes about how Sinatra influenced them, and how they’ve tried their best to emulate his success.
  5. THE ARRANGEMENTS. I’ll give props where they are due. Whoever it was that had the idea to honor (mostly) the original Nelson Riddle arrangements should get a healthy pat on the back. This was a GREAT way to connect the dots and wrap the target consumer in a warm robe of familiarity. Nice work there.