Would You Buy a Car from Rocco DiSpirito?

By JULIETTE ROSSANT Business is business, and branding is branding -- but can chefs sell anything? How about a car? The first chapter of Super Chef features Wolfgang Puck sliding behind the wheel of a BMW Z4 (the James Bond car in Tomorrow Never Dies ) with a flock of salesmen surrounding him. But could Wolf sell you a car in a television ad? Sure, you might buy a pot or a pizza from him, but what does he know about cars? Fine, even Wolf has his limitations, but for chefs who have based their images (let alone brands) on style, savoir-faire, or just good old, wholesome sex-appeal, selling anything may come as easily as it may to a professional athelete or actor. A car is just another utensil to put their name on -- right? The trick is to pick the right utensil (or car) and then make sure the message is right for the company and the chef. So, who will be the first chef-cum-car salesman? It looks like Rocco DiSpirito will have that honor, in TV advertisements for the new Lincoln MKX, along with NBA star Dwyane Wade. A press release from Lincoln is eye-opening. Says Al Giombetti, President of Ford and Lincoln Mercury: Lincoln will use the ‘Dreams’ platform to speak to people achieving success on their own terms. We will make 'Dreams' the Lincoln brand's largest and most comprehensive marketing drive in more than a decade as we launch the Lincoln MKZ, our first all-wheel drive car, the Lincoln MKX, our first crossover and the most luxurious and refined Lincoln Navigator ever. Lincoln launched its “Advancing the American Dream” marketing and communications platform in June. The campaign aims to reach the hearts and minds of the Lincoln target customer by encouraging the pursuit of their dreams and celebrating achievement along the way. The goal is to communicate the power of dreams and to provide inspiration to people to continue pursuing their dreams, to “Reach Higher” -- the tagline used at the end of each commercial. It is true that Rocco is admirable for having blazed a career path unlike most other chefs who came before him. He went after television with a vengence, trading substance for style. But it would be hard to say that Rocco is a big success at the moment (though a comeback is definitely in the works). Did Lincoln (or the ad company) choose him among all celebrity chefs because he is still pursuing that illusive dream? Here is a description of Rocco's TV spot: “Bounty” – This spot stars celebrity chef Rocco DiSpirito driving a new Lincoln MKX along a beautiful country road, and he stops along the way at a cheese cellar and fishing wharf picking up the freshest food items available. As he continues on his way, Rocco and his sous-chef look over their bountiful food collection and as they smell the wonderful aroma, the panoramic Vista Roof TM opens and the voiceover states, “The all-new Lincoln MKX, beauty, luxury, and all the fresh air you could ever want.” Rocco’s dream statement is, “My dream is to offer the best of everything to everybody.” You have to wonder who the food in the ad is for, since Rocco isn't going to his restaurant or his television show or even his radio show, all of which are defunct. Who is the 'everybody' referred to in the ad copy? It might be his dream, but it is in no way close to reality right now. Did anyone at Lincoln or Ford watch The Restaurant fizzle? (See previous article.) (And who in the world stuck in "restaurateur" for chef Rocco? The terminology appears in numerous news articles.) The ad will run later in the year when the Lincoln MKX is launched. Perhaps by then Rocco will be offering more to his audience than a car -- like a musical (see previous article). Press releases: Ford Ford Related news: Forbes (AP) AdWeek BrandWeek Detroit News Miami Herald New York Post Chicago Sun-Times Akron Beacon-Journal Previous articles: Rocco Does Broadway via Chicago Rossant on Rocco: New York Daily News Rocco DiSpirito: Super Duper Bowl "F" is for... "Rocco"? Xmas Spirits: "Club Rocco" Brand? Rocco DiSpirito Wins TV Turkey Dinner Rocco DiSpirito: Pretty in Pink? Rocco DiSpirito: Ridiculed in the Rainbow Room More Reality TV Chefs (or Less)? Video Killed the Radio Star: Can Radio Resurrect Rocco DiSpirito? Rocco DiSpirito: Be Warned by Me! Claude Troisgros: Riding de Rocco DiSpirito Star Rocco Barred from Reality TV Restaurant Rocco: Trapped in Reality TV's Twilight Zone? [Chefs & Branding - complete] Technorati Tags: superchefblog, Juliette Rossant, super chef, celebrities, chefs, food, restaurants, cooking, branding, cuisine, blogging, food blogging --> back to superchefblog