Magazine article Marketing

Adwatch: Ford - 'Summer of Love'

Magazine article Marketing

Adwatch: Ford - 'Summer of Love'

Article excerpt

The trouble for mass-market brands is the need to be all things to all men (and women). It is not such a problem for FMCG goods, or products that do not require much emotional investment to purchase, but for a carmaker it is a conundrum.

Historically, Ford has often bludgeoned consumers with generic range ads - think Brian May and smiling Dagenham workers, blissfully unaware of their impending demise, juxtaposed with rally cars and muddy tracks.

But more recently it has dared to experiment: the Ford Ka launch broke new ground by not featuring the Ford Ka; the Focus C-Max ad would not look out of place on WCRS' BMW reel, and the StreetKa's devilish animation was edgy and sexy.

But effective segmentation can present issues, because advertising tailored to disparate markets can compromise or undermine broader brand values.

Equally, when you are Ford, the time comes when you want to shift stock and tempt people into showrooms with range discounts, which brings us to this latest offering. …

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