Austin-Healey = Successful Retirement

[HealeyRick]

"The classic car is a symbol of whether you’ve made it in your life, that long-term goal.’ | Brian Honigman, marketing consultant, writer and speaker"

"Be it the 1958 Austin-Healey in the U.S. Trust ad or the 1930 Duesenberg in the older one, the cars “are status symbols in both instances,” Honigman said. “The classic car is a symbol of whether you’ve made it in your life, that long-term goal.” Honigman added that the manner of the sell is more of a club over the head in the 1959 ad—using a car meet as a public forum for the flashy display of wealth—versus the subtler approach of the 2014 ad. Either way, however, the manner of selling a yawn-inducing retirement trust is the same.

“Retirement should be its own reward—you don’t have to work anymore,” Honigman observed. “But if there’s a specific thing [to show] like a car, that’s more interesting.”

The presence of his kid is pivotal in softening the sell from the older ad’s message of conspicuous consumption to one of family and security. The classic cars, said Honigman, represent the wealth this man is leaving to his son.

The real point of this ad isn’t to show the classic cars in this man’s garage but sell what those cars represent— which rests in this word. “The bank is setting up a trajectory for you to live up to—an outstanding life and a legacy for your kids,” Honigman said.

While the ad doesn’t tell you that this is a ‘58 Austin-Healey (book value: $70,500 or so), it doesn’t really need to. The car looks expensive, and that’s enough to make the point.

More here: https://www.adweek.com/news/adverti...-anything-even-boring-retirement-funds-159800

 

[CLEAH]

Interesting analysis of the ad. US Trust has used Healey's in a number of their ads (usually in Architectural Digest, that I have seen). The ads are successful in creating a feeling of comfort and longevity, which is what any wealth manager would want to portray.

 

[HealeyRick]

I think the ad says, "Son, I don't have any money left to leave you since I bought this Healey and Corvette with a huge line of credit home equity loan, I've beggared myself paying your older sister's college tuition, and the alimony payments from the divorce from your mother because I spent too much time in the garage have sucked me dry. Good luck, buddy!"

 

[CLEAH]

That could be too!

 

[Bob_Spidell]

Father (aloud): "Son, I've poured my heart and soul, and no small amount of blood, sweat and tears into acquiring these cars, and restoring them to excellent mechanical and cosmetic condition. Someday, they'll be yours to cherish and preserve as I have."

Son (thinking): "As soon as the Old Man kicks the bucket, I can unload these and buy a used Ferrari."

 

[Keoke]

I think the ad says, "Son, I don't have any money left to leave you since I bought this Healey and Corvette with a huge line of credit home equity loan, I've beggared myself paying your older sister's college tuition, and the alimony payments from the divorce from your mother because I spent too much time in the garage have sucked me dry. Good luck, buddy!"

Yeah---------:glee:

 

[Healey_Z]

Looks like Jag BRG

 

[DerekJ]

Its not a 1958 Austin Healey!

 

[steveg]

Its not a 1958 Austin Healey!

The one in the ad's different from just above - it's got a creased bonnet?

 

[steveg]

There was also a tv commercial featuring a guy with a Maserati 300S and a crew of helpers making a speed run at Bonneville or a dry lake. It was about building your legacy and might have been Merrill Lynch. Ran a couple of years ago for a while - unable to find on YouTube.

 

[DerekJ]

Steve.

Ignore my post, I must have been having a senior moment and got the date mixed up in my head. It very probably is a 1958 100-Six.