Superbowl ads? Great entertainment for the viewers (mostly) but the jury’s out on whether the advertisers get good value for money. One thing’s for sure, you have to do something that generates significant buzz in order to justify the price of entry.
Maserati seem to have done just that according to the post-game ad analysis because a lot of people are talking about the company’s ad for the new Ghibli.
Here it is:
Yeah, nice. No doubt about it.
Maseratis always sound great and look great. They’ve had some trouble keeping the car together in the past, but it remains a very desirable nameplate for me.
What caught my eye the most wasn’t the narrative, the sound or the look. It was this final graphic at the end.
I was immediately reminded of the tagline Saab were starting to use in some markets just before things went south – Anything But Ordinary. Saab used this for the launch of the second generation Saab 9-5. I guess it must have been late 2010 or thereabouts.
Here’s the ad they shot for it. There was a microsite on the web with the same theme, too.
I seem to recall having some discussion back around the time of the Saab campaign as to whether it was better to talk about what you are, or to say what you aren’t (i.e. ordinary). I’m running off memory here, but whilst the words Anything But Ordinary ran together nicely, they didn’t really say what the car was.
The same thing goes with the Maserati tagline IMHO. Why not say what you are instead of talking about what you’re the opposite of? Especially when you’ve got a kitbag of desirable goodies like Maserati.
There’s a lot riding on the success of the Ghibli. I’m not suggesting the tagline will have anything to do with whether or not this car is successful. That’ll be down to the quality of the car itself. But every little bit helps, right?