SOCAL LEXUS DEALERS RADIO COMMERCIAL: GOOD CARS, BAD ADVERTISING
by Dan O'Day

Lexus commercials,car dealer advertising,radio advertising,radio commercials,radio advertising expert,radio copywriting,effective ads

Southern California car dealer associations have a long history of doing terrible radio advertising.

The latest entry in this Motorcade of Shame begins:

"Going once...going twice...Sold!"

THEN: Sound effect of an air horn, apparently signaling the end of a sporting event. And then a few sung words of opera, followed by "Bravo!"

Then an announcer informs us, "Every event must come to end. And the the

Lexus Zero-To-60 Certified Pre-Owned Sales Event is no exception. Right now, we have a large selection of meticulously inspected vehicles available, and every single one of them is on sale. We even have a line of groundbreaking hybrids..."

So....First they get us to envision an auction. Some sort of sporting event. Then an opera.

Y'know, for the typical luxury car buyer who enjoys auctions, sporting events and the opera.

But you pictured an auction, right? And an opera? (And maybe an air horn blaring in a stadium.)

And how clearly did you see "the Lexus Zero-To-60 Certified Pre-Owned Sales Event"?

And exactly who has instructed all North American automobile dealers to call their promotions "Sales Events"?

Instead of "Sales Events," why not come right out and declare them to be "Come Give Us Your Money" events?

They have a "large selection" of vehicles "available." Wow! Stop the presses!

"CAR DEALERS HAVE LARGE SELECTIONS OF VEHICLES AVAILABLE!"

The vehicles, by the way, are "meticulously inspected." No word on how many passed the inspections, but every doggone one of them was inspected.

Oh, and don't forget our hybrids! They break ground, which apparently is a major selling point.

1.9% financing! Irresistible lease rates!

They do a give a deadline. Of course, that deadline was 5 weeks from the day I heard this commercial, so it doesn't exactly build a feeling of urgency.

And what do you say we wrap up this baby with two Calls To Action and 12 seconds of Advertising Weasel Words?

Southern California Lexus Dealers: Good cars, bad radio advertising.