LEXUS RADIO ADVERTISING

Radio advertising looks so easy, which is why so many people who know nothing about radio copywriting continue to create bad radio commercials.

Southern California car dealer associations have a long history of doing terrible radio advertising.

The latest entry in this Motorcade of Shame begins:

"Going once…going twice…Sold!"

THEN:  Sound effect of an air horn, apparently signaling the end of a sporting event. And then someone singing opera!"

Then an announcer informs us, "Every event must come to end. And the the Lexus Zero-To-60 Certified Pre-Owned Sales Event is no exception. Right now, we have a large selection of meticulously inspected vehicles available, and every single one of them is on sale. We even have a line of groundbreaking hybrids…"

So….First they get us to envision an auction. Then a sporting event of some kind. Then an opera.

Y'know, for the typical luxury car buyer who enjoys auctions, sporting events and the opera.

But you pictured an auction, right? You also pictured an opera? (And maybe an air horn blaring in a stadium.)

And how clearly did you see "the Lexus Zero-To-60 Certified Pre-Owned Sales Event"?

And exactly who has instructed all North American automobile dealers to call their promotions "Sales Events"?

Why not just come right out and call them "Please Give Us Your Money" events?

They brag about having a "large selection" of motor vehicles "available." Wow! What a headline!

'LARGE SELECTION OF VEHICLES AVAILABLE AT CAR DEALER!"

The vehicles, by the way, are "meticulously inspected." They don't mention how many PASSED the inspection….

Oh, and don't forget our hybrids! They break ground, which apparently is a major selling point.

1.9% financing! Irresistible lease rates!

Yes, they include a deadline. Of course, that deadline was 5 weeks from the day I heard this commercial, so it doesn't exactly build a feeling of urgency.

And what do you say we wrap up this baby with two Calls To Action and 12 seconds of Advertising Weasel Words?

Southern California Lexus Dealers: Good cars, bad radio advertising.