Chrysler's oft-maligned "Ask Dr. Z" campaign will continue through the end of the year--although some broadcast spots may be revised after Sept. 5, when the current schedule ends. "Dr. Z could be used
to promote some of our upcoming products, like the [Chrysler] Aspen and the [Dodge] Nitro," says Eileen Wunderlich, marketing communications rep for Chrysler. He might also be used for more image
advertising, she added. The campaign broke in July and focuses on the company's American and German engineering and design, with Chairman Dieter Zetsche as the pitchman. "It's like a joke, which can
be funny the first time, but you don't want to hear it the fourth of fifth time," says David Cole, chairman of the Center for Automotive Research in Ann Arbor, Mich. It does, however, set up other
creative possibilities--such as introducing another member of Chrysler's leadership team, like a Dr. B or a Dr. A., he adds.
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