What Mitsubishi Got Wrong on Super Bowl Sunday

So, what was your favorite commercial from the Super Bowl? Maybe it was Drake’s T-Mobile commercial. Or the creepy Doritos commercial. The internet is flooded with blogs and sites ranking the best and worst TV ads of the Super Bowl.
One commercial in particular stuck out to me: the Mitsubishi Outlander commercial.
In fact, I am probably the only person this commercial made an impact on. It didn’t even get included on this site’s best and worst rankings.
The gist of the ad is that this new Outlander model is so different and has so many new improvements, they had to hire 100 different spokes people to tell you about everything. There’s a plastic surgeon talking about the perfect appearance; an eskimo marveling at the AC; a ninja commenting on the quiet engine; and so on.
As anyone who is a fan of Seth Godin could guess, this TV ad was a dud. But why? It’s simple: it tries to be too many things to too many people. It’s obvious that this TV ad was the result of a decision by committee. No modern marketer will ever win by trying to be as generic and broad-appealing as possible. It just doesn’t work that way.
Take Donald Trump for example. Forget about his political views or your personal opinions on him. Why has he continued to shock America and be the Republican front-runner for the nomination?
Simple: he’s not playing it safe. Being conservative is death for politicians. At some point, a politician has to take a stand for something and plant a flag in the sand. Otherwise, you remain unremarkable, and the debate moderators forget to even introduce you at the town hall.
Mitsubishi can learn a lesson from Donald Trump. So can your company.
Taking the broad, generic approach like Mitsubishi is the easy way out, and it’s doomed to fail every time. Narrow down the 100 different spokes people in the ad to one. Pick a niche you want to dominate, and build your marketing efforts around that brand persona. Even if your “views” are extreme, at least people will take notice. Otherwise, you’re destined to be an afterthought that doesn’t even get included in the conversation.