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

  • David Rose { This sounds very very difficult. You put alot of energy into it and obviosly care. I would suggest you focus on the room and let... }
  • M E Lesniak { I think you picked the wrong hill to stand on. You work at one of the most expensive degree factories in the country and I’m... }
  • Stephen Calkins { Forgiveness based on income? What if it is a wealthy family that figured borrowing cheaply was a good deal, but there is massive wealth? What... }
  • Todd Holscher { Transparency in pricing is a very good idea. Students will still susceptible to the influence of marketing and advertising by colleges, but it’s the right... }
  • Emita Hill { Vast sums of money. Alternatively provide more support to state schools so they can lower tuition and maybe to privates strictly for scholarships. }
  • David Rose { Tim, I dont think your views are balanced. You obviously are being paid by these loans. The money has been given to your university and... }
  • 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.