Make Marketing Authentic?



Yes, it is a bit late in the day for car ads to jump on the knowing-ness bandwagon, but this one seems to me to manage to be self-deprecating without being self-denigrating. While it might exude a little self-satisfaction when viewed in isolation, it's a beacon of sobriety by comparison with most other car marketing.

In an age of mass comment, isn't it strange how much marketing continues to be inauthentic? Be it pristine interiors, fake beauty or prettified food, the obsession is all too often with an aspiration that is likely to be perceived as ridiculous.

The thinking behind the marketing may well be sound, but the deception of the customer or the self-deception of the marketer so often undermines it. There is a difference between dreams and fantasy. Credibility is key.

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