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Subject:  Sirius love from Madison Avenue Date:  11/19/2006  10:27 AM
Author:  ModernViking Number:  8592 of 10889

I've been generally disappointed with commercials for satellite radio, however, I've been seeing spots for certain Chrysler vehicles that cross-promote the in-dash Sirius receivers. Here's a little article on that:

These spots primarily target potential consumers of the Jeep Wrangler, Dodge Nitro, and the Chrysler Aspen, but they work equally well as standalone advertisements for the Sirius service.

These spots aren't exactly revolutionary in their production, but I think Sirius and Chrysler might be on to something here. They are not nearly as abstract as XM's latest campaign. They avoid pitfalls that have plagued some of Sirus' earlier advertising campaigns such as calling attention to the tin-foil hat crowd (remember the "it's like they're watching us with their satellites" spots?) or focusing a little too much on the Howard Stern crowd (a necessary evil, granted, given the need to promote him prior to roll-out).

IMO, where they succeed the most is showing Sirius as a comfortable, integrated part of the in-vehicle experience. Everyone in the spots is having fun, driving their cars, and doing typical people stuff; the Sirius receiver and the cars are almost transparent elements in the message, yet at the same time they are the message. I'm not a marketing exec so I can't describe my thoughts any better than that - but I think these latest ads are "spot on".

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