Break through. Like a rock. Let's motor. Drivers wanted. The ultimate driving machine. Zoom-zoom.
Consumers know the vehicle brands these tag lines promote without being told. (For the record, they're Cadillac, Chevrolet trucks, Mini, Volkswagen, BMW and Mazda.)
By contrast, some tag lines do little to speak to consumers, advertising critics say: Dream up. Moving forward. Inspiration comes standard. Designed for action. (In this order, they are: Buick, Toyota, Chrysler division and Pontiac).
Effective, enduring tag lines capture the essence of a brand or vehicle in a handful of words, marketing experts agree.
"Ideally, they are short, pithy and memorable, and they have a sense of the customer," says Mike Bentley, executive vice president of brand strategy with JWT Detroit. The advertising agency handles the Ford division account.
Bentley helped develop Ford's current tag line, "Built for the road ahead." He worked with Cadillac's ad agency when it launched "Break through" in 2002.
A tag line "should telegraph to both the organization internally and consumers externally what the company's about," Bentley told Automotive News. "The best tend to have a world view, a philosophy, in them."