The Lester Glenn Auto Group in Toms River, New Jersey is advertising a new promotion called The Paris in Jail Sale. According to TMZ, as long as Paris Hilton is in jail, customers at The Lester Glenn Auto Group will be able to get a Hyundai Santa Fe for just $159 per month with no money down and no security deposit. That's a great deal! Thanks, Paris.
The dealership is using print and radio advertising to hype its Paris Hilton promotion. While I definitely think this promotion will catch the attention of customers, I'm not sure if it borders on the edge of distasteful or not. With copy that says, "The longer Paris stays in jail, the more money you'll save," I wonder if Lester Glenn is leaving himself open to problems.
As a professional copywriter, I would never publish that copy, but maybe I'm being too conservative. I worry not only that it might ruffle some feathers in terms of being offensive but also about the legalities of "the more money you'll save." Maybe it's just because I come from a finance company background, and the print in the ad online is too small to read, but I'd want a disclaimer after that line of copy.
What do you think? Is The Paris in Jail Sale going to drive sales?
I think Lester may have left himself open to a legal issue here, but then again, he's a "car salesman", so I'm not surprised at this questionable tactic.
Scott
Posted by: Scott | June 18, 2007 6:07 AM | Permalink to Comment