Acura Needs Other Holiday Plans Beyond Bette Midler and Gordon Ramsay
November 17, 2011
Acura released two new ads this week for their “Acura Season of Reason Sales Event.” Both spots feature Celebrity Endorsements – one with songstress Bette Midler and the other with chef Gordon Ramsay. While the spots are good for their 15 second entertainment value, they do not do much in helping build the Acura brand or even real awareness around the sale that’s going on.
Acura relies too heavily on the humor of the situation that has nothing to do with the sale. What’s more, Acura uses the Celebrity Endorsements to get awareness, but there is no positive alignment or brand association between the celebrities and Acura.
Brands need to use athletes, actors, musicians and chefs to elevate their brand and communicated messaging. That’s not saying that the use of humor is to be lost in endorsements, but that if humor is used it needs to be much more pointed and strategic to their over-all goals. Toyota recently did a nice job at this with their spot featuring Kelly Clarkson, Chris Berman, James Lipton and Andrew Zimmern (Read Celebrity Pitch’s Review).
I expected more from a major auto maker – these are good SNL clips, not commercials. Skip the “Acura Season of Reason Sales Event” – whatever that is.