318. Ad of the week: The 2011 Mediocrity.
Oct 28, 2010 at 11:26AM
jj

The 2011 car model not getting enough press these days comes from small manufacturer Mediocrity. Their new sedan is being marketed to everyone who doesn't want to stand out or simply enjoys being vanilla. The product launch comes with a brand new beige site that allows you to build your own or choose from three pre-determined package levels: basic, convenience (with cupholders), and power (with air conditioning.) From the official press release, "Do you want to blend in? Fly below the radar? Achieve the ordinary? If so, look no further than the all-new 2011 Mediocrity Sedan. The midsize Mediocrity is traditional in every sense, with no special features or unique options to help distinguish it from the competition."

The 2011 Mediocrity:

Not only can you find dealers, check out a wide array of interior and exterior shots, and connect with the community of owners but you can also find all the trappings of a normal car launch. There's a new car review over at AutoTrader.com, interviews with the designers (one of which you can view below), as well as a quiz to see if the car is the right car for you. (Which do you think is more awesome? Metal-detecting or Electric Guitars?) There's even a tricky game of commute you can play, if you are bored enough. And you just have to get a glimpse of the 2012 model. Not that you it's difficult to imagine.

The 2011 Mediocrity Mission Statement:

Mediocrity Design Philosophy:

Gotta love the whispered "Mediocrity" at the end.

Although slightly reminiscent of a recent campaign by Chili's called P.J. Bland's, I find the new 2011 Mediocrity campaign to accurately reflect a lot of the sentiment in car buyers today. (P.J. Bland's site redirects to Chili's, but you can still see the campaign's twitter page: http://twitter.com/#!/pjblands). The Mediocrity is the average or lowest common denominator car for everyone who doesn't want to stand out, and it's a marketing campaign by one of the few car companies that has a reputation of being a little weird: Subaru. There are plenty of links from the Mediocrity site to Subaru's new Legacy model being tauted as a noncomformist sedan choice; and they make that point. When you drive a Subaru, people will know that you are driving a Subaru. There's a little truth in there that the creative and strategic team of Carmicheal Lynch exaggerated and made more interesting by creating the bland amalgam of the competition.

And just for giggles, to my trained eyes the 2011 Mediocrity is pretty darned close to a unbranded, slightly-altered 1994 Toyota Camry. But it could really be any car and that's the point. (See comparison below.)

In the end, this is an idea I would have loved to work on; and that's why I posted it. It looks like the team had a lot of fun putting this together.

Article originally appeared on Graphicology (http://www.graphicology.com/).
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