With Elon Musk outlining plans for Tesla Inc to use traditional advertising for the first time, viewers might see the electric-vehicle maker's Model Y crossover or upcoming Cybertruck pickup - maybe even the billionaire CEO himself - on TV or online.
Whatever advertising path Musk chooses, ad agency executives and investors expect a unique and irreverent take that will clearly communicate Tesla's advantages, including its technology. Musk, who could not be reached for comment, told CNBC on Tuesday that he envisioned advertising that emphasized the features, safety and affordability of Tesla vehicles. A Tesla spokesperson declined to add anything beyond Musk's comments.
Some industry officials mused on whether Musk might attempt a memorable TV ad, perhaps akin to the famous"1984" commercial for Apple Inc's Macintosh computer which was directed by Ridley Scott and aired only during the Super Bowl. Many say that commercial, inspired by George Orwell's dystopian novel of the same name, paved the way for big-budget TV commercials.
"Is he an effective ambassador? My guess is that there is a less polarizing, more motivating and compelling way to communicate the brand's benefits than using Musk as a spokesperson," said Kimberly Whitler, a professor at the University of Virginia's business school.