For weeks and what felt like months, Memphis radio listeners have been subjected to a huge radio buy running a commercial about a guy intrigued by billboards up around town saying “It’s About Time” and “Get Ready Memphis.” He prattles on about how he can’t wait to find out what it’s all about and the ad runs so often, I think I’ll scream when it comes on.
Since the campaign started a few weeks before Easter, I assumed it was for a Christian organization. It reminded me of an ad campaign that ran in Memphis and all over the country in the late 1970’s called “I Found It.”
It had bright billboards all over town proclaiming “I Found It” and I think it even had a smiley face. Radio ads backed it up. When the reveal came, the “it” was Jesus and the organization behind the campaign was Campus Crusade for Christ. They came to our door at home to “share what they found” and my hilarious mother told them, “We are Episcopalians,” before slamming the door in their faces.
So when Easter came and went without a reveal, I was curious. Maybe this was a civic organization promoting a better way for Memphis. It could be promoting civic pride and love for Memphis. Okay, I can get behind that, even if the commercial annoys me. I’m all for anything positive for our city.
This morning, the reveal commercial began running and the campaign is for a car dealership. I won’t say who they are because I refuse to give them any more publicity, but if you live in Memphis, you know who they are and probably bought a car from them before, I have.
I don’t know who their agency is, but I’d be embarrassed to be a part of that team.
What could have been a good way to bring a city together ends up being a crass way to get people to go to a revamped car sales website. Gross.
And I know there are those who will say any ad is a good ad if people are talking about it and I’m talking about it. I couldn’t disagree more. Maybe there was a time when that worked. Today’s consumer is too savvy for that. They have grown up having ads pushed down their throats and have learned to discriminate. That’s why social media has become what it has.
People look for community and for messages they can trust. Get Ready Memphis? And it’s for a new way to buy cars?
What an effing disappointment.