The New Ford Territory has been released, and realising that SUVs are cars typically appealing to women, Ford have created an ad which ticks all the boxes for women viewers- they are emphasising features they know women want, they are using a protagonist women can relate to, and they are cleverly employing techniques they know work well on women.
As a study at the beginning of the year revealed, for 82% of women, the primary concern when buying a car is fuel efficiency. The focus of the ad is the diesel model’s fuel efficiency- it can go up to 1000km on a single tank. Immediately Ford are engaging with what a woman specifically wants out of a car- revealing that this car is especially for her, not just for everyone.
Furthermore Jess, the star of video, is easily likeable and relatable- she is not only friendly and normal, but she participates in a wide range of activities- some more “girly” ones including making cupcakes and getting a massage, whilst the tomboy in her loves to surf.
What makes the ad so great however is that Ford have used emotive music and sentimental images of friends and family enjoying each other’s company to establish in the viewer an emotional connection to the car. It is no secret that one of the most important things to a woman is her connectivity, her friends and her relationships; Ford have successfully tapped in to this love of social contact by presenting a heart warming story of friends, separated by distance, reunited by the car.A clichéd message perhaps but it is undoubtedly working.
The ad has so much potential for a complementary social media campaign- but there is none as of the moment. Overall just a moving and effective ad and we loved it.
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