There’s no question the Cash for Clunkers program sold cars. Lots of cars. But was it the automotive equivalent of a sugar high? A quick look at Google Domestic Trends can tell us a lot.

Google Domestic Trends track Google search traffic across specific sectors of the economy. Changes in the search volume of a given sector on google.com may provide unique economic insight. The indexes measure relative query volume compared to the total number of searches on google.com. Thus, an index that is decreasing does not imply that the total number of searches is decreasing; in fact the number of queries could be increasing, just not as quickly as overall search volume.

The Auto Buyers Index tracks car-related queries like blue book, car, Chevy Nova, SUV, you get the idea. The volume of search spikes and falls precipitously, indicating that the program may have been just a temporary shot in the arm.

Search as an economic indicator. Nice. Next up, Google will cook your breakfast and read your palm.

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This post started as an email I sent to our entire agency. I was specifically addressing the planning process on a newly-acquired financial services account. The more I think about it, the more I realize my point has implications for nearly all of our clients as well as our own brand.

Here’s a slightly edited version of my email:

Reading through the latest One Club magazine, I found a great article that poses the question “Is it still OK to be funny?” It’s a question that has presented itself a lot at our agency, particularly with our financial clients.

Here are some points the article makes, that I strongly agree with:

1. Consumers may alter their spending habits during tough times, but not their personalities–and nor should advertisers. Remain consistent with your brand voice, and your audience will reward you when the economy rebounds.

-Roger Baldacci, ECD/EVP, Arnold/Boston

2. Humor and its chief side effect, laughter, are inherently therapeutic. Charlie Chaplin rose to fame because he dared to make people laugh during the Great Depression.

-John Maxham, Group Creative Director, DDB/Chicago

3. Brands that use humor smartly look confident. And confidence sells in a bad economy.

-Rob Reilly, ECD, Crispin Porter + Bogusky

4. Humans are hard-wired for fun.

-Roger Baldacci, ECD/EVP, Arnold/Boston

Don’t get me wrong. We should be aware of the gravity of the economic situation. It’s our job to help our client brands prove to consumers they understand what’s going on out there.

Yes, brands can still be smart and funny. Right now, it’s seriously important.

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