I just had a chance to see the latest 2011 Ford Fiesta ad and it left me with a huge smile on my face. A grin from ear to ear. It's so unabashedly happy, fun to watch and just so well choreographed--music, dancers, images and all--that it made you want to have your Fiesta.
Now I know I sound like a shill, and if I was one, that would be great because maybe Ford would pay me money and I could go for a nice, grilled steak. But sadly, that isn't the case, so no steak for me.
And while we're on the subject of grilling, a good friend of mine reminded me once of that old adage, you sell the sizzle, not the steak. And this Ford Fiesta ad sells some sizzle, but not the typical kind. It uses dancers, parachutists, upbeat music and just plain fun to sell you on the car.
What did they leave out? The deep, gravelly voice-over of a famous Hollywood actor, the high-speed drift on the wet skidpad, and any pretense of high power shenanigans. It's all about what Ford perceives as valuable content to the targeted buyer, and the target audience and their desires (according to marketing data and focus groups, one assumes) are simple.
- High MPG, yes they covered that, but it's how they did it. They turned a truck into a banner ad and fuel gauge. Brilliant.
- Hands-free technology, that is in there. The people on unicycle who spell out 'hands-free sync' using umbrellas I thought was great. Inspired even.
- Keyless start, a high-end feature, is right in your face from the start of the commercial, almost a 'focus' (OK I couldn't resist).
The whole thing was just a superb ad that left you feeling good and made you want to watch it again. Nice job, Ford. Enjoy the ad.