The Mercury Girl
Sunday/July/05 2009 Filed in: TV Commercials
The TV Commercial Guys Club is Not Male-Only
The Mercury Girl gently reminds you " to put Mercury on your list." Her assignment, it appears, is to help give the Mercury brand some personality.
That's been a long standing issue for Mercury. In the 1930's, Ford Motor Co. looked for a nameplate to position between its middle-market Ford and its upscale Lincoln divisions. Mercury seemed to fit the bill. Like GM's Buick, Mercury aims to be an entry-level luxury brand.
But the concept of entry level luxury has lost focus over time. Mercury cars, over the years, have drifted back and forth between being very nice Fords or very basic Lincolns. The nameplate seemed to lack a distinctive identity.
That's where the Mercury Girl (that's how she describes herself) comes in. She's Jill Wagner in real life and she's there to do for Mercury what the Verizon Guy did for Verizon and what the Caveman did for Geico.
Is she effective?
Jill's been at it since 2005 and that's one sign of success. The economic roller coaster, however, has been a rough ride for the last 10 months and the post-bailout world hasn't been kind to Detroit. But Jill is distinctive and fresh. And it certainly appears that she's been successful in giving Mercury something it's lacked from the beginning ... a persona.
Also worthy of note regarding TV spokespersons...
While the Mercury Girl, the Verizon Guy and even the Geico Caveman (his prehistoric name is Maurice, BTW) are all portrayed by actors easily Googled and Yahooed, the Glade Lady is somewhat more mysterious and enigmatic.