In this post, I’ll deconstruct the Dodge Challenger “Freedom” ad, and peel back its many layers of persuasion.

First Mental Image (FMI):

A Revolutionary era British soldier/scout running, frantically, through a wooded trail; alerting his troop of the impending American attack.

The ad begins with captivating first mental image that leaves the viewer eagerly anticipating the story’s next scene. Clearly, you get the feeling something significant is about to happen.

The Message:

American pride, power, innovation, freedom and independence.

Oh, where to begin? I haven’t seen an ad this rich with emotion in a long, long time. So, let me give you five reasons why this ad roars!

5 Reasons Why the Dodge Challenger “Freedom” Message is Powerful and Persuasive

1.) Believability: Pay particular attention to the single line of copy delivered at the end of the ad, which reads, “Here’s a couple things America got right: cars and freedom.”

Now, most ad writers would have written the following line instead: “Here’s a couple things America got right: Dodge Challenger and freedom.”

Yes, it’s a subtle distinction. But boasting about the Dodge Challenger would have only triggered a hefty dose of skepticism and rejection from the viewer.

The Dodge Challenger “Freedom” ad resists the allure of chest-thumping. It never once mentions the car by name; allowing the viewer to draw his own conclusions about the Challenger’s status in American automotive history. It’s a brilliant move that elevates the believability of the message.

2.) Absence of Clichés: The Dodge Freedom ad is refreshingly absent of automotive advertising clichés — both in the form of copy and imagery.

First, there are no overt attempts to guilt-trip you into “Buying American.” Oh yes, the “Buy American” message is present, but it’s communicated by imbuing the viewer with American pride.

Second, there’s no winding race track or road. Who needs pavement? George Washington is driving his Dodge Challenger down a dirt hill, baby!

Finally, there’s no mention of the 5.7 liter Hemi engine with 475 horsepower packed under the hood. Nope… again, the ad prefers to show rather than tell. The power of the Hemi is demonstrated as it roars over the somber background music.

3.) Relevant Metaphor: Anchoring the Dodge Challenger to concepts such as power, freedom and independence perfectly aligns the ad’s message with the muscle car’s performance and heritage. The use of metaphor also resonates with the customer; speaking to his need to identify with and express these same emotions.

4.) Symbolism: Scenes from the Revolutionary War evoke strong emotions of patriotism and freedom in every American.

And then there’s the undertone of American power vanquishing foreign invaders.

Recently, as you know, The Big Three U.S. Automakers were under attack from foreign car companies. This ad symbolizes the resurgence of American automakers who were nearly bankrupt and begging for a government bailout.

5.) Playfulness. Introducing the Dodge Challenger into a Revolutionary War battle speaks to the unconscious mind’s desire for fantasy. And I’ll bet my bottom dollar that most of us have imagined what it would be like to travel back in time, bringing with us a piece of modern technology. I know I have.

My partner, Roy H. Williams, best describes the importance of playfulness in ad copywriting: “The left hemisphere of the brain wants facts, details, descriptions and benefits. Lefty is all about sequential logic and deductive reasoning. Lefty looks for loopholes and discrepancies and is full of doubt.

But the right hemisphere cares for none of that. The right half of the brain is where fantasy lives. And Righty doesn’t know fact from fiction.

If you merely exaggerate, your customer’s left brain will shoot your claims full of holes. But if you go beyond mere exaggeration – so far beyond it that the left brain knows you’re just clowning – the right brain will happily embrace your glowing fantasy in all its positive glory.”

Let’s see, George Washington leading the attack while behind the wheel of a Dodge Challenger with an American flag proudly waving from the car’s passenger window?

Yeah, I think the right brain knows we’re just clowning around.

Stylistic Signature:

Authentic looking Revolutionary War battle scene. (That is, up until the appearance of the Challenger.) Voices, barely audible, as the British troops prepare for battle. The somber violin howling in the background only to be silenced by the roar of the Challenger’s Hemi engine — a proxy for America’s power.

I mean, what’s not to like?

But I find the music choice most interesting. It certainly presents a twist that elevates the viewer’s interest.

Most of us would have selected background music that struck a more upbeat and powerful tone… something in alignment with the ad’s main message. Maybe the beating of a marching drum, for example. After all, America’s power is being communicating here.

But the ad doesn’t go there.

The somber violin music diverges from the ad’s other layers of communication. It’s the kind of eerie music that would typically accompany a disaster scene, or a hero’s death.

But the serious tone of the violin perfectly balances the playfulness of watching George Washington behind the wheel of the Dodge Challenger.
Somehow it all comes together and works beautifully.

Last Mental Image (LMI):

American power pushes back the foreign invaders into full retreat.

What better spokesperson for a message communicating American pride, power, freedom and independence than George Washington?

Conclusion:

Gawd, I love this ad. It does everything right… it breaks conventional wisdom, it shows rather than tells, and it speaks directly to the viewer’s established beliefs.

That’s one heck of a compliment, since, as many of you know, I prefer simple and direct advertising messages. Generally speaking, your customer is too distracted to give you the attention needed to communicate a message so heavy with deeply layered messages. And frankly, there are few among us that can pull off an ad as clever, creative and relevant as the Dodge Challenger “Freedom” ad.

Are you ready to have your socks knocked off by the greatest clichés for the brand called you?

Ladies and gentlemen. Drum-roll please.

The Top 10 Overused Buzzwords in LinkedIn Profiles in the USA – 2010

1. Extensive experience
2. Innovative
3. Motivated
4. Results-oriented
5. Dynamic
6. Proven track record
7. Team player
8. Fast-paced
9. Problem solver
10. Entrepreneurial

Any surprises? Not from where I’m sitting. I bet you saw these buzzwords coming from a mile away too. But just in case, be sure to run your ad copy through the Carlin Ad-Speak Calculator for overuse of jargon and bland advertising terms.

And, with 2011 peaking around the corner, perhaps it’s time you and I dust off our LinkedIn profiles and rid them of any ho-hum buzzwords and clichés.

P.S. Did you see any buzzwords missing from the LinkedIn list? If so, please list them below and I’ll make sure they’re added to the Carlin Ad-Speak calculator. Have a terrific weekend!

Today’s Monday Morning Marketing Quote gives you a quick tip to jazz up your ad copywriting. Barbara DeMarco-Barrett helps set the stage with a quote from her book, Pen on Fire: A Busy Woman’s Guide to Igniting the Writer Within (Amazon affiliate link).

“In writing about turn-of-the-century Vienna, I realized that I needed a vocabulary to create the right tone, so I steeped myself in literature of the time to absorb the appropriate language. When I came across words that sounded right, I jotted them down for inspiration.” – Barbara DeMarco-Barrett

P.S. Don’t forget to use the Carlin Ad-Speak Calculator to measure your ad copy for overuse of jargon and bland advertising terms.

Click here to view the video on YouTube.

Are you discarding your advertising before its lost its potency?

Today’s Monday Morning Marketing Quote comes from legendary ad executive, David Ogilvy, and discusses measuring the success and failure of your advertising. The quote is taken from his classic marketing and advertising book, Ogilvy on Advertising.

“Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency. You aren’t advertising to a standing army; you are advertising to a moving parade.” – David Ogilvy

Click here to view the video on YouTube.

Today’s edition of Monday Morning Quote discusses marketing wisdom from the book, A Pattern Language: Towns, Buildings, Construction. Yes, this is a book about the architecture and design, but this quote is extremely relevant to your marketing efforts. Have a great week!

Sometimes it’s good to just cut loose and have some fun. (But if your marketing looks anything like this, we really need to talk.)

Enjoy the video (from the show, Family Guy) and have a great weekend!

Big thanks to my friend Tamara for sharing this video.

• The use of ad-speak, hype or unsubstantiated claims.
• The failure to meet the public’s expectations.
• The absence of transparency or accountability.

But nothing will erode your credibility faster than intentionally attempting to hoodwink the public.

Take a close look at the car dealership advertisement above. Can you spot the deliberate attempt to deceive the consumer? Here’s a hint: Study the second box in the top row.

Did you catch it?

This advertisement exploits the human brain’s tendency to take shortcuts. Which means you most likely misread the offer as, “75% OFF MSRP.”

Yes, that one heck of a deal. But look again.

The ad really reads, “75% OF MSRP.” Your brain added an extra “F.”

Now, I imagine the ad drove in a truckload of traffic into the dealership. But I guarantee that the ad prompted an equal amount of complaints and killed any chance to convert sales. And remember, the Internet is a word-of-mouth megaphone that gives truth-thirsty customers a lightening fast way to model the experiences of others. So companies who deceive their customers in today’s world have nowhere to hide.

There’s an unavoidable chasm of trust that develops once the customer discovers untruths. And deliberately deceiving the consumer is the most lethal credibility killer you’ll find in marketing today.

“Oh, don’t worry she won’t bite.”

Yeah right. Does anyone really believe that?

It’s a line I hear – without fail – at least once a week from enthusiastic dog owners as I jog through my neighborhood. And although it’s been 11 years since an angry German Shepherd sunk his teeth into my leg – an experience that’s forever bleached into my memory – I remain skeptical whenever I hear dog owners offer such reassurances. Surly anyone whose ever been bitten by a dog can relate.

Your customer’s view of marketing is a lot like this.

Whether is due to one big chomp or several smaller nibbles over time, your customer has turned a doubting eye towards marketing and advertising. Past instances of ploys and gimmicks alert her brain. And your customer uses these memories to guide her buying decisions.

But that’s not all: Your customer also relies on the collective memories of all consumers – through what’s commonly known as “word of mouth”. And the Internet is a word-of-mouth megaphone that gives truth-thirsty customers a lightening fast way to model the experiences of others. So companies today have nowhere to hide. And that’s why the old assumptions of marketing – that you can overpower your customer with ad-speak and hype – are doomed.

It’s no wonder why lawmakers are reluctant to rescue the Big Three U.S. Automakers. Still reeling from the mortgage bailout, lawmakers – and the citizens of this country who have elected them to office – have been bitten one too many times by irresponsible companies.

Are you biting your customers?

Here’s my advice: Comb through your marketing materials: ad copy, web site, policies and procedures. Eliminate any and all ad-speak, hype and clichés. You’ll sound much more credible once you do.