Friday, August 19, 2011

F*ck everything about this Bentley ad.

(click ad) How do you advertise a quarter million dollar car in a recession? Not by insulting women and economy class fliers. Alright, maybe you do insult economy class fliers. But! This is for pre-owned Bentleys, which'll only run Rich Douche Bags about a hundred thou. But seriously: what's with the opening of that body copy? Previously: depressing as Hell commercial makes me hate the fuck out of Mercedes-Benz.


Anonymous cath said...

Your beautiful wife isn't supposed to grow old with you? I guess life is supposed to be horrible.

Copywriters aren't supposed to end questions with exclamation points (last line of the ad).

9:41 AM  
Anonymous Anonymous said...

whoa! You weren't overreacting in your comments about this ad. It's a bit odious.

Interesting, though...I wonder if this is exactly the right ad? Isn't there a particular romance to being so f'ing rich, or rather, so f'ing aristocratic, that all the world and all the people in it are objects for your inherent god-given right to be amused? Being sensitive to women's issues and class issues would be beneath such a titan. And that titan (only 25 of them) is just the man Bentley wants to talk to.

I am not the target audience! :)

10:31 AM  
Anonymous cath said...

If there is a target market, they're whittling it down pretty thin.

First of all, they're advertising to these "titans," or more likely near-titans who want to pose as real titans (hence the pre-owned Bentley), which is a pretty small market. Then they're eliminating all women (yes, some rich people are women) and any middle-aged or older men who still love their middle-aged or older wives (it's not about sensitivity to women's issues, it's about someone calling your wife ugly).

I think the target market is the copywriter's fantasy about who he would be if he won the lottery, not a group of real people.

11:01 AM  
Anonymous Anonymous said...

Please don't mistake my remarks for any sort of approval or agreement with anything in this ad. I agree with you. I'm just noticing the fantasy they are selling. And as you rightly point out, the real "titan" doesn't need anything half off. Along the lines of "If you have to ask how much it costs, you can't afford it".

I'm watching Downton Abbey on netflix, so I've got this alien aristocratic point of view on the brain.

11:23 AM  
Anonymous -1-T-M- said...


What... no mention of man tits, puffy nipples and shrunken dicks?


12:33 PM  
Anonymous Anonymous said...

I agree. The copy in this ad kinda sucks balls.
Plus it's got a "slammer" in it. Any copywriter worth his or her salt know they're only allowed 2 in their entire career (and only under client induced duress).

Fuck this ad basically and everything else for that matter.

1:31 PM  
Anonymous Anonymous said...

List the site where you found this ad. It didn't just appear out of nowhere.

1:40 PM  
Blogger copyranter said...

It was sent to me be a reader, out of nowhere. I asked where he found it, he said he didn't remember. Why don't you find it for me, make yourself useful.

2:15 PM  
Anonymous The Grammar Cunt said...

It was sent to you by a reader, not be.

I will be going on vacation soon. Will you manage without me?


4:04 PM  
Blogger copyranter said...

NO! Please monitor me from vaca.

4:06 PM  
Anonymous Brian D said...

You can have this Benteley for 16k.

Note: This is not really for posting in the comments, its just not worth it. File this as you would email forwarded chain mail. However, its not a bad section of that website, then again, im sure you have better things to do.

PS: I never heard back about my entry for that intership about pushpins. ~sad face.

4:18 PM  
Anonymous cath said...

Maybe... maybe the target market isn't the rich douchebag who has everything and takes it all for granted, gets extra-douchey when he loses some of it...

Maybe it's for the douchebag who lost everything in the stock market and is in denial/wanting to get a piece of it back.

"Hey kid, so your Ponzi scheme collapsed ("It was a respectable bank!"); your trophy wife left you ("She was starting to look like her mother, anyways"); and you're flying economy now ("I was downgraded because of the.... uh... weather... thing"). You wanna buy a used Bentley?"

No more effective or less offensive. Just a different interpretation.

5:24 PM  
Anonymous Anonymous said...


Video record yourself doing 100 pushups with a hardon, and I would find you the source for that ad.

8:08 PM  
Anonymous Anonymous said...

it's not a "Bentley" ad, it's a local ad run by an individual dealer... it's still crap, but it's not the kind of crap Volkswagen would allow to represent the brand as a whole.

10:15 PM  
Anonymous Anonymous said...

> it's not a "Bentley" ad, it's a
> local ad run by an individual
> dealer...

doesn't bentley have a say in those ads? aren't they like franchising out the 'used bent' thing, so they must have some input into the ads that they make their franchisees run?


4:50 PM  
Anonymous Anonymous said...

no, most large auto brands simply have a style guide franchises must follow... typeface, logo size and placement, maybe some stock photos they provide, etc. the copy itself is wide open.

8:07 PM  
Anonymous Anonymous said...

Why use reverse font for long copy?

9:15 PM  

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