Rich Corinthian Leather

Posted on 08. Feb, 2010 by

Ricardo Gonzalo Pedro Montalbán Merino died last year at the age of 88. In spite of his many successful roles on TV and in film, part of his legacy will always be his “Rich Corinthian Leather” ads for Chrysler.

Did you know that Corinthian leather does not actually come from Corinth? In fact, Corinthian leather never existed before an ad guy thought it up. First appearing in a 1974 ad for the Chrysler Imperial, the phrase really hit its stride when spokesman Ricardo Montalbán used it in 1976 to describe the leather interior of the new Chrysler Cordoba. This remarkable phrase, that means absolutely nothing, is forever etched in the minds of an entire generation. Why do you suppose Chrysler felt compelled to ‘invent’ a new type of leather? It’s simple really: there was no meaningful difference between the Chrysler product and everyone else’s. They needed to cloak the ordinary and uninspired in a faux veneer of something special. How many ads have we seen where otherwise ho-hum products have been made to sound truly special….unbelievably special?

In the new economy, if you want attention your leather better in fact be from Corinth and it better be exceptional. The new economy has a way of quickly filtering disingenuous claims and less than remarkable products. Fancy marketing speak simply can’t hold up to the scrutiny of a savvy and well connected consumer. It’s not the talk, it’s the walk that gets attention.

Ricardo Montalbán may you rest in peace. And so too may the era of the fancy pitchman, fancy ad phrases and less than remarkable products.

 

  • Anonymous

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