NAPA Know How

jtherkal: Holy horrible, Batman. At first glance this campaign is terrible. It seems to be riding the Subway $5 Footlong song wave, trying to use a catchy song to get peoples’ attention. It has succeeded, but not in the right way. I remember this as something I never want to see again. So naturally, my first thought was to give it a massive F. But upon closer inspection there are a few factors to consider. 1. I’m not a car guy, so I was probably never the target. But if you look at it from the target’s POV–that being gearheads and NASCAR buffs–then maybe a silly country music song is just what the doctor ordered. 2. maybe they intended it to be terrible. There are a few phrases SJB and I have been using for years that seem to apply here: “So bad it’s good.” And, “If it’s going to be bad, it might as well be the worst.” This is so bad, that in some ways maybe it’s good. And maybe once they realized it was bad, they just went all in and made it the worst.

So for the first time ever, I’m giving this an F. And an A!

sjbooher: That is amazing commentary, JT. I saw this one and had very similar thinking, except I like the song. What I didn’t understand is why they didn’t put the singer more in character. Short of dressing the singer in country western gear, I’m not sure how you do that, but that’s what I’m a critic and not an ad writer. Herkal almost has me convinced, though, hmmm. A. I think if I saw this 10 times I would eventually be singing the song and laughing hysterically.

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