Diesel Ads: Effective?

Both ads effectively state the oil savings by burning diesel. BMW’s ad also give the increased MPG and more importantly, my opinion, the CO2 emmissions are stated as being less than burning regular gasoline.

One point that needs to be brought to the American people is that the new diesels cars are not like those from the 70′s and 80′s. I mentioned getting a diesel as my next car, WHEN, BMW gets the smaller engines over here to my parents. My parents are in their upper 60′s, and their first thought was the noise and smell. That perceptions needs to be worked on.

Kinda odd that BMW is pushing the economy of diesels meanwhile have produced a diesel that is less about economy as it is performance. Think concentrating on the economy of the fuel is only part of what they should be pursuing in the advertising. I think showing the performance possibilities with this fuel can be. I think most people already understand diesels are more efficient, however I don’t think the general American buyer understands diesels can be powerful while having better efficiency.

The Audi advert is very dramatic and blunt in its message; barrels of oil “making their way” back to an Oil Tanker is hard-hitting. On the other hand, the BMW advert makes the mistake of being “high-tech” as reflected in its use of chrome balls. Therefore, the message is not immediate in its impact.

What is the best way to advertise “diesel gas” in America? Two routes.

One. Show the driver “banging on the instruments” asking why the fuel gauge needle does’nt appear to move off its “stop”. This after first purchasing the automobile! (The realisation is, “Oh, so that’s why the fuel gauge is’nt movin’. The car’s not using any gas!”)

Two. Show the automobile still on its way, long after its new “diesel owner” thought it would require “gas”!!

Mix or pick either message into one advert and people will be left in no doubt as to the effect of the “dark sludge” in their lives!

Both messages, have the effect of being immediate and clear in impact.

isaacu