Jazz Sells by Laver Mark;

Author:Laver, Mark; [Mark Laver]
Language: eng
Format: epub
ISBN: 9781317699774
Publisher: Taylor and Francis

“This is My Car:” Chrysler, Pop-Jazz, and Diana Krall

In the spring of 2001, Steve Denvir—a copywriter from the ad agency BBDO—and Mike Smith—an art director from the same agency, and Steve’s longtime working partner—were chatting over lunch at the Pilot Tavern, a jazz club on Cumberland Street in Toronto. Denvir recalls, “[Mike] and I used to work at the Pilot all the time.… Well we’d go because there’s nobody on the phone, no accountant poking around bothering you, so we’d want to bang around stuff” (Denvir 2010). At the time, Denvir and Smith were the creative team assigned to one of BBDO’s premiere clients, Chrysler Canada. The year before, Denvir and Smith had designed a new campaign for the company, focusing on pride of ownership. Says Smith,

[Steve] and I were in the throes of producing this campaign based around pride of ownership. Because one of the things was that nobody would ever really, truly own up to driving a Chrysler. People were buying them, but it wasn’t one of those things that you kind of threw the keys on the table and said, “Hey, look at this, this is what I just bought. It’s a Chrysler.”… Great cars, well-engineered, all of those kinds of things, but nothing to brag about.… So we created this campaign based around that, and it was basically around the line, “This is my car.” So it would be about people talking about their cars, and they would say, “Well, this is very cool. This is my car.”

(Smith 2010)

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