Defense

Ford Gets it Right

27 Jan , 2011  

Every once in a while you see a piece of advertising that just works. The commercial grabs your attention and delivers a message. It all looks easy.

Ford’s new truck campaign is a great example of this. The spots do everything a piece of advertising needs to do. First, the campaign has enormous breakthrough; the visuals are sharp and unique. Second, there is a clear message: each commercial explains precisely why you should buy a Ford truck. Third, the branding is very stong; the Ford brand comes through.

You can watch one of the spots here:

https://www.youtube.com/watch?v=xLj7M5zKeKQ&feature=related

Importantly, the commercials reinforce the Ford truck equity. The tonality is strong, powerful and tough.

If Ford can continue creating solid advertising like this, the company’s rebound should continue for many years.


2 Responses

  1. These are strong and polished ads but I don’t think the brand came through that well. With the exception of mentioning Ford and the odd flash of the logo the ads could have been for any car manufacturer.

    Establishing a connection with the brand is a common failure with advertising agencies as they tend to look at a campaign as a singular project and don’t always consider the full communications strategy for companies.

  2. […] This post was mentioned on Twitter by Kellogg Alumni and Kellogg School, Aroon Pardede. Aroon Pardede said: RT @KelloggSchool: Ford gets it right with new truck advertising https://ow.ly/3LFRM #Kellogg Prof Tim Calkins tells us why […]

Leave a Reply

Archives

Conversation Across the Site

  • Todd { Thank you for this insight, Professor. Students rarely have any insight into the mind of a professor or teacher at any level. Come to think... }
  • Mark Sheldon { Very interesting. Thank you and I think your analysis is generally correct. The one thing I would add is that in a small zoom class... }
  • Marty { Ford , built for change ? This is the company Hank almost bankrupted by refusing to replace the model T }
  • toddholscher { If Trump had the charisma of Reagan, instead of Nixon, it would have been different. Trump was easy to vote against for enough people... this... }
  • Emita Hill { Sobering but all accurate. Happy Thanksgiving, Tim. }
  • Mark Goldman { Disagree wholeheartedly. National unity and bringing back civility to our country is most certainly a benefit -- and a strong one. Trump's pitch on law... }
  • Read more Comments »

Collaborate with Tim

Tim helps companies around the world build great brands. To schedule a program or event click here. To learn more about Tim’s books, click here.