Venom XR

Ditch the Chauffeur!

I'm surprised people haven't posted about this ad yet!

The basic premise of the ad is a bloke (in his 40's?) driving around in his new G220 Fairlane, with chauffeurs employed as lolly pop men, road-side florists, etc looking longingly at the car. They've been made redundant, as the new Fairlane is so good you want to drive it yourself! Pretty good ad actually.

Ford Marketing has me a tad confused though.

This is from your own press release for the new Fairlane/LTD...

What 'younger' market has any aquaintance with chauffeurs, and listens to Sinatra? Not the G220 market surely, more like the standard Fairlane, or LTD buyer perhaps.

Anyway, gripe aside, great effort for a car you'd not normally see advertising for.

Bring on the GT ad!

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Mr Sparkle

Saw it last night. The G220 actually looked pretty good on the ad! Agree about the mixed message though... perhaps a change of soundtrack and pace in the ad may have hit the spot a bit better?

Still, it's far from the worst effort I've seen!

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Fordy

I was thinking the same thing.

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EFFalcon

i'm wanting to see one on the road :D
also wanna see this ad, aint seen it yet.

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kooky

I saw it last night and i thought it was a bit weak in comparison to the holden adds they seem to have a lot of passion about them whereas the ford ads are a little 'watered down' for my liking or maybe i an missing the point completely.?

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KenOath

Yeah, the Holden ads seemed to be aimed at a younger audience. With the Chopper and excitement.

GS220? Ditch the Chaffeur? Remindds me of the old Fairlane ad about people not buying it because "it just doesn't cost enough".

If they want to target a younger audience, they need to do much better.

Or maybe mid 40's is a younger audience?

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8EHiND

I think you blokes have missed the point. The advert isn't for the G220, it's for the whole Ford Fairlane range, of which the G220 is the hero car.

It's the same as Ford using the XR6 to advertise the whole BA range.

It's the same as Holden using the SS to advertise the whole VY range.

It's the same as Toyota using the Sportivo to advertise the whole ** range.

The G220 does appeal to a younger audiance, in that it's aimed at executives in their mid-40's to early-50's, and the Ghia is aimed at people mid-50 to late-50, and the LTD to the CEO who's retired and is good to the good life at 60 plus.

However using the G220 to show of the whole of the Fairlane range excites the whole broad range of customers for 40 to 60 because it's sporty, young and exuberate, which is what most of the people who are buying a G220, Ghia and LTD are after anyway because they are over the hill.

What does Holden use in it's adverting for a LWB Commodore, a Caprice, not a Statesmen.

But where Holden went wrong is they made the advert appeal more to 15 year olds who play Golden Eye on N64 then to the people who are, realistically going to buy this car, the 50 year old businessman.

Using subtle music cues ect has allowed Ford to have the best of both worlds, showing of the sporty G220 but appealing to a broader audience.

I love the ad, I think it's the best one for the BA series yet.

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CDAA

Ok, I thought this topic may appear. The Fairlane ad is for sure aimed at the promoting the entire range, however it’s using the G220 as its big hook. There in lies to problem or rather confusion with the advertising strategy style.

The driver shown is the right age group, however neither the cars image or the drivers image is appropriately matched to the music and chauffeur theme featured in the ad. I understand what they are trying to achieve, which is to communicate two key messages (1, promote a hero performance car for younger (40+)drivers, and 2, emphasize the Fairlane is a drivers car and no longer a chauffeur one).

However attempting to focus on two, rather than one key message has diluted communication. By doing this they have undermined their primary objective (message 1) as I understand it of using a hero car to boost interest with younger drivers in the range.

In referring to your comments 8EHiND, the XR6 in the Falcon ad is used to inspire all Falcon buyers to feel good about their purchase and instill the ideal that all Falcons have a ‘performance’ heritage. The entire ad is focused on this as the primary key message. It does not confuse communication with any others, which is why it works.

In summary the Fairlane ad is good, just not great. As for the Caprice ad, although I like it, I think it’s a little off the target mark, however time will tell. Anyway since when did James Bond drive a limo? Give me the Aston Martin baby.

Cheers
Colville

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smciner1

I haven't seen the ad yet. Looking foward to it though.....

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russellw

I'm a bit worried that 'Disco Venom' knew it was a Sinatra track!!

The ad itself does the G220 no favours.

Cheers
Russ