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Plymouth
steers for
young adults
A bright red 1965 Plymouth Fury convertible and a full-scale New England house rocking with young folks are rolling down the highway (in a tv commercial). Object: Youthful theme to attract young adults.
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Plymouth tv commercials feature fun and frolic designed to attract young buyers. "Open house" and "lion" spots frequently cited
■ Automotive clans — as well as what seems to be every other advertiser— are out to capture a larger share of the fast-growing youngadult market.
Plymouth has its own way of appealing to young adults (considered by this manufacturer to be between 20 and 30 years of age), and it's based on just plain fun.
Two of the eight new commercials now being aired, and embracing the light approach, are the "open house" commercial and the "lion" commercial. Both play major parts in Plymouth's current threemonth advertising campaign featuring '65 models. Network participation buys for the campaign include time on Bob Hope specials, Alfred Hitchcock, NCAA Football, The Rosebowl, The World Series. This year, much of Plymouth's $20 million advertising budget, handled by N. W. Ayer & Son, is going into tv.
The "open house" color commercial features a red 1965 Ply
mouth Fury pulling a full-scale New England three-story house down the highway. The theme, "open house," is played upon in three ways: open house at Plymouth dealers, open house type of fun in the three-story home model used in the commercial, and open house, literally — the house on wheels was designed with no back to it.
The commercial opens with a happy young couple in a new Fury convertible towing a house containing a number of swinging young people framed in the window. (A girl in the third-story attic window scans the sky with a telescope; another cute gal waters her flowers; a boy tries to fly a kite from the second-story window; and a couple on the porch dance to the music of an old gramophone — all the while the house is being towed by the Plymouth.)
During the closing scene the car turns and pulls the house around, revealing to the audience that only
the front of the house is completely built and the back is merely lattice work.
The house was specially constructed by Gerald Schnitzer Productions, Hollywood. It was first pre-fabricated in sections and then assembled on location.
The second commercial — this for a Valiant — stars a lion.
A young man is shown driving along the highway in a Valiant convertible. He stops at a light next to a circus wagon and talks with the driver. While he is talking, a lion jumps from the circus wagon into the back seat of the convertible. As the driver of the new Valiant continues down the road people begin waving at him, trying to point out that there's a lion in the back seat. But the proud new car owner believes people are admiring his new purchase and his good taste. The commercial closes with a super: "Lions are optional, at extra cost."
So's creativity! ♦
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