I blogged a few weeks ago that the “Dr. Z” commercials featuring DaimlerChrysler CEO Dieter Zetsche were so bad that they were good. In reality, they were just bad.
Ad Age reports that Dr. Z is a flop. Here’s what $225 million of ads bought:
—80% of consumers believed Dr. Z was a fictional character, rather than DaimlerChrysler’s living/breathing top executive.
–50% of consumers said they had trouble understanding Dr. Zetsche’s German accent.
–Most consumers didn’t notice the employee-discounting message that accompanied most of the commercials.
–Chrysler sales are expected to be down 17 percent in July compared with last year