The Richards Group

With a famous voice like that, “Sam Elliot narration” is almost a commercial concept in and of itself. It carries with it the immediate association of anything having to do with cowboys, and the Richards Group is leaning hard on the ethos of the old West with a big new campaign for the Dodge Ram, which has been utilizing Elliot’s voice since 2006.

In order to separate the Ram as a brand on its own apart from Dodge (which has used the vocal talents of Dexter‘s Michael C. Hall for a somewhat bizarre W+K-helmed campaign for Caravan), the Chrysler Group is avoiding using the Dodge name at all in these spots. CEO of Ram Fred Diaz explains the approach in a statement, saying, “There’s a distinct separation between what Dodge means and what Ram means.” It’s an interesting strategy, considering the brand’s biggest competitor (the F-150) certainly doesn’t stray from its Ford branding.

So, is this lavishly produced spot the kind of advertising that’s going to let Ram stand on its own feet? Before you answer that, consider another Sam Elliot-narrated vignette, this time concerning actual guts and glory (I still tear up when I watch that).

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Hyundai’s new campaigns is brilliant. The premise is relevant for millions of Americans. You see, under the “Hyundai Assurance Program” if you lose your job within a year after buying one of their vehicles, you can return it. Not kidding. The rules are simple: customers stricken by misfortune outside of their control, such as becoming disabled or getting laid off. Customers must also have made at least two payments on the car already.

This is the first car ad in years that has actually caught my attention. Mostly because of the message, but also because the spot is easy to digest, simple and actually gives you a reason to buy the vehicle. Nice work. Maybe Mazda and Doner should take some notes.

More: “<a href="It’s All About Who You Know: AethnaHealth Shifts Media Account To Digitas”

Update: A source has provided AgencySpy with a copy of the e-mail GSD&M President Duff Stewart sent to staff about his agency’s loss. See it, after the jump.

After weeks of deliberation, Home Depot has chosen to maintain its relationship with incumbent agency, The Richards Group, according to a source close to the matter.

The Richards Group is a Dallas, Texas based agency.

More: “GSD&M Out, Richards Group to Retain Home Depot”

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Home Depot has narrowed down the contenders for the $580 creative account to Hill, Holliday, JWT, GSD&M Idea City in Austin, Texas, and the incumbent, independent The Richards Group in Dallas.

Meanwhile, The Richards Group aka The Firm has just landed frozen yogurt retailer, Red Mango. The PR folks penned a little blurb for Stan Richards’ that reads:

“Consumers in Los Angeles and New York – and other cities lucky enough to have Red Mango so far – have really come to enjoy this all-natural, nonfat, all-day dessert, and we’re excited to partner with them to introduce this popular yogurt to the rest of the country.”

Look at them go – already selling, already positioning. The Firm doesn’t muck around. They’re all business and so very old school (suits and ties went out the door in the past two years) with an insular culture full of rules like mandatory sign-ins via computer at 8:30 a.m. every day. Miss the time deadline and expect to be fired. That said, the pay is apparently outstanding, like you know…big time cash-o-la. The company website reads: “Very deep, very stable. That’s how we describe our staff.” It’s an old boys club with a few female players. For those who can hack The Firm, the rewards include a fat pay check and company ski/fishing trips making the issue of retention a non-starter.

As we suspected, Hyundai made a move towards The Richards Group. The auto maker claims Goodby is still “in good standing” with them, but this doesn’t look too good.

Remember – it was the dealers making a stink about Goodby’s advertising. Probably good conceptual and creative for their tastes, as dealers tend to like starbursts featuring gems like “save now!” and “for a limited time!”

The Richards Group will give them all the starbursts they want, apparently.

Hyundai has given them one assignment for fall, specifically for the dealers. They’re calling it a “mini-campaign.” Adweek explains how/why this is all happening:

Independent Richards, Dallas, created all the national and regional advertising for Hyundai before then-COO Steve Wilhite disbanded the dealer groups at the end of 2006 and hired Goodby in April 2007.

Before Goodby came aboard, the Eastern dealers opted to stay together and kept their ad business at Richards, Ewanick said, renewing Richards’ contract in January. According to sources, the value of the business exceeds $25 million in annual media.

A dealer-group system was reinstated as the year began. Sixty-seven groups now operate in six regions: California, East, West, South, South Central and Central. They are free to choose whichever agencies they please for local work, Ewanick said. Goodby continues to handle the bulk of the regional advertising.

So, there you have it. And to think… Hyundai ALMOST had all their advertising at a quality better than their cars.

Word on the street is that Hyundai is all ready leave Goodby with a “Dear John” letter and jump in bed with someone else. Namely, the Richards Group in Dallas.

That’s right. Their ex.

Hyundai is actually thinking about gutlessly running back to their ex. Just remember Hyundai – after a break-up, you only remember all the good times.

This should get interesting.