Ford Motor Company Introduces: The Divorcemobile
First the pitch to gays, now the appeal to divorced people. Ford Motor Company, whose marketing decisions seem to get more bizarre every week, has decided that this little mini-drama about divorce is a great way to sell SUV’s. Is their recent announcement of a 21% drop in future production a response to junk like this, or is junk like this a response to the drop in production?
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5 comments
I do think the Creative Director at the ad agency is nuts. But, I see a follow-up spot featuring the “Ex” in her attorney’s office going for more alimony. After all he can afford that big SUV can’t he?
[1] Posted by geroge329 on 8-29-2006 at 10:48 AM · [top]
On the other hand, the ad presents a positive image of divorced parents cooperating and acting politely for the sake of the children and to that extent might encourage such behavior. The ad doesn’t indicate the father is well-heeled, he might be living in a garage apt or duplex based on the images.
Mark Brown
San Angelo, Texas
August 29, 2006
[2] Posted by MarkBrown on 8-29-2006 at 11:38 AM · [top]
Actually, george329, the woman is driving the SUV and dropping the man off at, what looks like to me, an apartment building. I’ve seen this ad several times on TV, and the first time I was taken by surprise when I realized that it wasn’t an intact family. What went through my mind was “if they’re getting along so great all day, why can’t they work it out?” I know, I know, don’t be judgmental—easy to say, harder to do, I’m sure.
And yet the last few times I’ve seen this, my most overwhelming feeling is of *sadness.* (Something tells me this is not Ford’s intent!) That the children have to drop off their dad and not have him at home, but go driving off with mom after a great day together is just so immensely heart-breaking. I’m probably taking this commercial way to much to heart, but having a young boy myself I know how much boys NEED their dads every day, if possible. Not sure what Ford was thinking here—needless to say, I drive a Toyota.
[3] Posted by Branford on 8-29-2006 at 02:18 PM · [top]
I agree, Branford. I was amazed when I saw the spot for the first time. I cannot imagine either the client or the agency thinking this would appeal to anyone…particularly divorced parents.
Only seeing it once, I did not notice who was driving the SUV.
However, Mark, I hope mark is right that it may encourage better behavior. I don’t think it’s going to have any effect on the sale of Fords.
[4] Posted by geroge329 on 8-29-2006 at 11:02 PM · [top]
Money, people. That’s what advertising is all about. And advertising is informed by marketing research. It is a brilliant foray into a culture marked by voluminous divorces, with children.
If this advertising experiment works, and it seems like a test market ad, you will see more coming from across the sales spectrum.
The Church could do no less to market the message of hope for families that have experienced or are living through the complexities of separated lives.
The tragedy, of course, is that there exists such a market.
[5] Posted by Rob Eaton+ on 8-29-2006 at 11:37 PM · [top]
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