Ford: Car sensitive
In this commercial
Heart or Humor
The car is often man’s best friend after the dog. Here we look at Ford’s “Car Sensitive” ad. We’ll pick apart this commercial’s main features and give it scores out of 10 for memorability, effectiveness, style, humor, and execution. Take another look at the video and have a read through our review to see what we really think of this thoughtful piece.
The Ford “Car sensitive” advert was created by the advertising agency Mindshare, Denmark.
Memorability – 8 / 10
The ad tells a story that many men within the parent segment will relate to right away, “a man loves his car too much”. The notion speaks right to the heart of many drivers and immediately implies that that caring for your car to the extreme is a likable and virtuous trait. The main character, “Paul” is not outstanding in any way which is a core part of this ad’s strong relatability.
The story told is catchy, easily relatable, and features funny gags that don’t fail to stay well in tune with the desired impact. The idea is that viewers recognize and relate to the feelings portrayed by Paul. It’s hard to forget jokes and scenes that reflect your most selfish feelings toward your own possessions.
Effectiveness – 8 / 10
The prime objective here is to drive ford owners and new buyers toward Ford dealerships or workstations for maintenance services. The concept aims to fill Ford owners with a boosted sense of sentimentality towards the brand. “I chose a Ford, surely Ford is the best to fix it for me”. This is a powerful message that pulls on sentimental heartstrings as well as promotes the dependability of the Ford brand to prospective buyers.
Style – 8 / 10
Paul is made to look like a typical male within the mid to early parent life stage. Young enough to care about his vehicle to an expressive extent, and certainly old enough to have a family life. The car is not one of Ford’s more lustrous types, instead, it is one of the most common models in their range. These elements all play important roles in relating to the target demographic as powerfully as possible.
Heart or Humor – 9 / 10
The humor is not slapstick, but clever and very familiar. Everyone in every adult age group will understand Paul’s feelings, and will likely know someone who replicates some degree of Paul’s obsession. The story is told in a way that invites the viewer to learn more as it progresses. The end scene shows Paul relaxing in the car as a mechanic sees to his emotional needs as well as the car’s mechanical repairs; a shot that encompasses the dual benefits of choosing Ford services.
Execution – 9 / 10
A good theme soundtrack allows the visual notions and dialogue in the clip to come through clearly. The gags are cleverly written, highly memorable and directly relatable. Ford owners will enjoy the ad for the pride it instills, and prospective buyers will be attracted by the positivity surrounding the leading character. A fine approach that serves to attract more than one target audience.