"ASK DR. Z" VERSUS "FORD BOLD MOVES"

DCX's Chrysler arm was arguably caught even more flat-footed by the 2006 U.S. fuel price shock than Ford Motor Company (tm). Like Ford, Chrysler depends on truck and SUV sales for profits. But Chrysler sells fewer Ram (tm) trucks and has an even greater bloated inventory problem. Although Chrysler has the hot-selling new Caliber small crossover, its line-up is somewhat weaker than Ford's in the small, fuel efficient vehicle classes.

And Chrysler is leading off the now-annual summer "fire sale" pricing frenzy with the return of "Employee Pricing" PLUS zero-percent financing PLUS a thirty day return program. But at least there's no pesky little boycotts . . . yet (cf. www.boycottford.com)

Given all the grim news, no one would blame DCX if its advertising took the safe, sober tones of recent FoMoCo ads starring William Clay Ford, Jr. ("'Lil Billy"). Or the self-examining "change or die" intensity of www.fordboldmoves.com. Or even the abbreviated dramas of the "Ford Bold Moves" television commercials (aimed at suggesting Ford OWNERS engage in "bold moves" such as restoring an old F-series pickup for Dad, removing a downed tree for an ex-girlfriend, teaching your son to smoke the tires on a Mustang GT, or impulsively paying for a cute stranger's dry cleaning . . . .)

DCX has taken a different road.

DCX's "Ask Dr. Z" campaign is a light-hearted hoot starring DCX chief Dr. Dieter Zetsche. "Ask Dr. Z" is aimed at selling the features, functions and benefits of "American and German engineering and design," as seen in various Chrysler (tm), Dodge (tm) and Jeep (tm) vehicles.

The contrasts couldn't be greater.

While FoMoCo's 'Lil Billy infrequently appears (he's yet to show on www.fordboldmoves.com) and is hardly the center of Ford's diverse ad campaign, "Dr Z" himself is the solo front man for DCX. (assisted by a computer-generated avatar of "Dr. Z" at www.askdrz.com and and a guest cameo by one of the "that thang gotta Hemi?" stoner dudes in the "Du-Ram-Go" spot)

While FoMoCo's ads seldom employ anything approaching humor, the first five "Dr. Z" spots ("Ask Dr. Z", "Du-Ram-Go," "Dismantle," "Field Trip" and "Trophy") each counterbalance the seemingly serious Teutonic, fact heavy content with at least one comic stinger.

Moreover, while Ford's "Bold Moves" and safety campaigns seem to focus more on selling Ford as a viable company for the future, or as a good corporate citizen, or the general idea of driving a Ford as "Bold," "Ask Dr. Z" concentrates its fire on the tangible features of DCX's CURRENT vehicles.

While "Ask Dr. Z" is not as sarcastic or as edgy as recent VW GTI advertising, it takes assumptions and cliches in automobile advertising and playfully stretches them.

In the initial spot, "Ask Dr. Z," Dr. Z calmly recites various facts as he performs top-speed runs, and powerslides, tackes a "field trial" obstacle course hazard, and even while driving a (simulated) frontal crash test. Of course, Dr. Z's interviewer is suitably terrified.

In "Du-Ram-Go," Dr. Z touts the design advantages of Dodge trucks as involving "more than hemis," but is scolded by the director of the spot (the "Hemi stoner dude") that he forgot to mention the fuel-efficient "Hemi with . . . MDS.

In "Dismantle," Dr. Z leaves the a Chrysler 300's rear suspension sitting in its owner's front yard. In "Field Trip," Dr. Z touts the Jeep Liberty's clean diesel technology, flanked by dripping, muddy Jeeps he quips are the "cleanest ever."

In "Trophy" Dr. Z attends a soccer match to push minivans, "finds" a J.D. Power trophy in a "Stow and Go" seat bin and even "heads" an errant soccer ball.

The risk Zetsche takes in the "Ask Dr. Z" campaign is similar to the one taken by the late Dave Thomas in the long running, successful Wendy's Old-Fashioned Hamburgers campaign. DCX is betting that "Dr Z" is likeable and entertaining enough to grab attention. Although Dr. Z isn't as "down home" or seemingly "middle American" as Thomas (and frankly is somewhat hard to understand when he rushes his lines at times), he is not as obnoxious as old Chrysler pitchman Lee Iacocca. And Dr. Z seems infinitely more at ease with himself than "Lil Billy" in the Ford safety spots.

Given America's perception that imported cars are better than domestics, its Eurocentric roots and that it is a nation of immigrants, the "Ask Dr. Z" campaign and www.askdrz.com seem well-positioned to create positive awareness for DCX products.

If only the Ford Bold Moves campaign and www.fordboldmoves.com showed a little of the same good humor . . . .

Now if someone would just pay for SPEEDZZTER'S dry cleaning . . . .