Is this deceptive or just smart marketing?

I watched an ad from Dodge on TV last night. Their tagline was "the longest lasting line of trucks in America". Now my dad had a Dodge truck, and it started falling apart as he drove it off the dealer's lot. In a couple of years there wasn't a spot on it that wasn't rotting away or falling off.

Hence my skepticism.

Then I thought it over. The tagline did not say "line of longest lasting" - it said "longest lasting line". Which really means that the "Ram" line has been around a long time. The actual trucks may drop dead immediately after sale, but Dodge has been selling Rams for a long time.

Interesting approach.

Would you buy anything from Citicard's new spokesperson?

Citicard's new TV ads feature a snarling, heavily accented spokesman who triggers every Gestapo storm trooper image in my head into overdrive. I can't be the only person with this reaction. I feel like I'm watching a negative political ad of the worst kind. I realize it's intended to be humorous, and people under the age of 25 may take it that way. For me, it evokes the movie "The Producers", but only the negative parts.

If Citibank is aiming at a young market (skinheads?) the ad may work - it certainly is memorable. For the rest of us, and I assume that includes an older market segment with more disposable income, the ads are a definite turnoff. What on earth were they thinking?!?!?

Bottom line: developing an effective marketing message demands testing, testing and more testing. Don't just ask your yes-men for their opinions. Ask your mother.