When we get ready for work in the morning we turn on the TV to the local news show.
Usually the same local commercials play on this program every day.
Most of them are for local car dealers, and I usually don’t pay much attention to them.
But today I was watching a news segment, and when they went to commercial I actually watched a couple of the commercials that previously I had only listened to.
And what I saw surprised me.
The two ads were for area car dealerships that are both owned by the same family.
One dealership is a “high end” dealership (BMW, Mercedes, etc…) in the city and the spokesperson is the owner’s daughter. A tall, slim, beautiful blonde dressed to impress.
She would rattle off phrases such as “A life lived well is a life well lived.” and pose in a sexy “come f**k me” way.
The other commercial is for this family’s ”mid-range” dealership (Hyundai) located in a more rural area. Their spokesperson is this fresh faced girl, dressed in a polo shirt and jeans. She’s perched on top of one of the car hoods, and her hair is in pigtails.
She rattles off phrases such as “We’re more than just a business. We’re your neighbor.” and she comes across as all wholesome and family oriented.
Except that it’s the SAME GIRL as in the other commercial!
They even change her name!
In the high end commercial she is “Kimberlynn X”.
In the mid range commercial she is “Kim X”.
Talk about catering to your audience…
well at least they are savy, if not very creative.