In creating a commercial for Go RVing, The Richards Group of Dallas has tossed stereotypes to the wind.
Instead of featuring the usual grey haired, twilight of life retired couple enjoying some god forsaken nightmare of a trailer park in Florida, the agency created an ad targeting young, hot gays. At least according to CG, an openly gay man writing on Appreciate the Cheese. We tend to trust the gaydar of those living the lifestyle rather than our limited, married with two kids lifestyle.
Recent research by Harris Interactive pointed to three new prospects for RV marketing: families with children, weekend recreation and sports buffs and outdoor escapists. Though there seemed to be nary a mention of gay men who have female friends and like to look longingly at each other.
Intriguingly, the spot is done well. It’s not one of those spots that screams, “Look! See! we’re targeting some different people here! We’re trying real hard to be cool about it! Bear with us until we return to the usual bland, boring, watered down, please all demographic, ethnic and psychographic group commercials.” It’s subtle – sure to fly high over the head of those who might take issue with this sort of thing.
It’s a fairly dramatic shift in traditional RV marketing. There’s no reason only retired folk should enjoy the open road from a box on wheels. Read CG’s commentary here. See the spot here.
