Originally Posted by 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.
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.