The ad agency I work for *briefly* worked for a very large dealership chain which wanted to 'brand' themselves and basically create a cohesive identity. This lasted until the first down-month in walk-ins to the dealership, after which their sales managers were right back on the loud / crazy bandwagon. No matter that the loss in walk-ins was due partly to everyone getting laid off in the world (2001 time frame). We disagreed and parted ways. They're still yelling.

The part was (as mentioned in the original post) the screaming worked. Their thought was that very few people want to buy a car at any given time. The idea is to scream loud enough and consistently enough for them to hear and remember you in that bried moment. Kinda true for selling anything for most companys.

The new VW ads are great for simply being different and catering specifically to their audience. These buyers (largely) aren't worrying about putting the kids in the back nor going camping for a week (or year). They want to go fast and not look stupid in the process. BTW- CPB is the agency who did these ads -- the same agency that did Mini and Burger King.

john

>    I mentioned this to the GM at a dealership meeting one day. Well I
>    learned a little about mass salesmanship from the answer.