Inspired by Loyalty and Leadership: How Hotel Executives Can Increase Morale and Productivity
By Lewis Fein CEO, Lewis Fein Communications | May 31, 2015
If I were to cite an example of a company that sings the right notes but strikes the wrong chords, a brand that encapsulates this contradiction between authenticity and blatant falsehood, I would point a motley crew of copywriters and art directors, and marketing executives and studio musicians, to the worm coiled within the recesses of my ear; because this commercial, aired during Super Bowl XLVIII, is an unintentional metaphor for business leaders everywhere, including hoteliers who must never convey anything but graciousness and sincerity.
I refer to Bob Dylan's on-camera montage, one part voice-over and three parts walking, talking (and presumably, driving), on behalf of the Chrysler 200.
This nasal-voiced paean to Detroit, which opens with an inane rhetorical question ("Is there anything more American than America?"), and cuts to the addictive melody of "Things Have Changed," interspersed with motion pictures of horses, cheerleaders, a flag-adorned Millennial (later seen holding her son like a prop), a neon-lit diner (in the desert), an amusement park and a duo of dead celebrities (Marilyn Monroe and James Dean), among other things, this mess comes to us from a car manufacturer owned by a Netherlands-based holding company with its global headquarters in London.
The lesson to hotel executives, by way of this two-minute combination of kitsch and pool hall bravado – the ad ends with Dylan, clothed in funereal black with 15 or more men behind him, breaking a rack of balls – is, all promises ("We...will...build...your car.") to the contrary, nonsense.
And people know it!
Again, this roundabout emphasis on sincerity is the result of the repetitious power of a song having the opposite effect on this listener.