This spot I’m referring to is an animated cartoon ad where they show people in business suits get in one door of a car, and they come out the other side as a surfer dude, or something else, I think. But what I’d like to know is this: Does Hertz really have the technology to make people change inside their cars? And if so, can this commercial’s scenario be reversed? Like, could they get a surfer beach bum to get into their car and come out the other side as a successful businessman? If they could do that, then disappointed parents everywhere could make their dreams come true just by renting a car for their unsuccessful children! And seriously, Hertz could make so much more money with this service than they could ever make by just renting people cars! Plus, think of what a boon it would be to our sagging economy!
So come on Hertz: put up or shut up! If your rental cars can really change people into other types of people, then why not change them in ways that helps everyone become more successful and employable? Because that’s the way to help America’s economy. Of course, if you don’t like America, I suppose that’s a different story; and that’s up to you. But let’s not waste this technology simply for making people into slackers! Because after all, then who’s going to pay you for the rental cars?
Here’s the metamorphosing marketing message:
Oh, and another thing, Hertz: Your cartoon logo mascot character looks like it has a lemon for a head, and due to the expression “lemon” meaning a piece of crap car, I’m not so sure this is such a good visual metaphor for your corporate identity, seeing as how you rent cars as your livelihood. I would think people might infer from this that all your cars are lemons, even if the message is only relayed subliminally. But that’s just me. Maybe everyone else wants a lemon, and in that case, you’re in the money! But if not, then it could be a problem for you if it makes people think of lemons, as in a “lemon” as it relates to cars. And no insult intended: I’m just trying to help here. I just think avoiding the “lemon” metaphor might be a better idea for an automotive-related company, that’s all. But it’s up to you. I like lemons too (the fruit, that is), so screw metaphors! Maybe you can reverse that stigma against innocent lemons! I guess it's worth a try, huh?
Here is the lemonhead mascot (it’s at the end of the spot):
