There’s a new TV commercial for Ford cars here in the UK. It’s flogging their American range, the Mustang and the GT etc. So far, so good.
But, quite remarkably, it does this by slagging off the British range. Referencing ‘no more Mondeo Man. No more OAP’.
Why on earth would you use the launch of a new range as an opportunity to spend millions of pounds planting negative thoughts about your main range in the public’s mind?
I’ll tell you why.
This is another example of an ad that simply writes out the brief.
The brief from the planner or suit will have said something like “In our target audience’s mind, Fords are sometimes associated with older people. And the image of Mondeo Man from twenty years ago is still fresh in some of their minds. These US models will appeal to men who wouldn’t consider a UK Ford for these reasons, perhaps”.
So instead of doing what creative teams are supposed to do, which is use their craft and imagination to bring a sales proposition to life–to make it impactful and memorable–they’ve simply written the brief into a lazy script.
Do they not realise that millions of happy Ford UK buyers will see this ad, too? Not just the genitally-challenged Clarkson-wannabees that might lust after a Mustang?
So I’ve just bought a Ford for £20,000 and these morons are now telling me I’m Mondeo Man? Or an OAP.
Remember, every ad you run is an ad for your entire brand. Not just the particular product it features.