For The Love Of…Cuteness, Buy A Car! NADA Gets Down to Begging

June 17, 2009

The National Automobile Dealers Association (NADA) has rolled out a national ad campaign relying, quite simply, on the cuteness of kids.

The print ads depict adorable tykes (or rugrats) discussing how their lives have improved since mommy and daddy bought a new car and rely on sweet-as-sugar but oh-so-transparent tag lines including:

"My mommy says we're gettin' a new car for free!"

"We get to buy more video games 'cuz my dad got this car."

"We got a new car and Mommy says now we don't gotta pay taxes!"

"My dad says he just stoled this truck!"

As those phrases hint, the new print, TV, radio, and Internet effort highlights the tax break that new-car buyers can get this year, and the great financing deals and low prices that can now be found at dealerships. On the TV ads, an announcer says that buying a new car right now "just makes sense."

This is part two of a NADA 'Buy Now' campaign, targeting financially stable consumers who need new cars "but are scared to make a move because of all the economic indicators," according to Cheril Hendry, CEO of the ad agency Brandtailers. The NADA has so far convinced hundreds of local media outlets to run the ads for free, as a sort of Public Service Announcement.

So forget about those cold feet, and buy a car. Please?!

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