Ford has made a huge come back in the past few years. Once an inferior quality and sub-par car brand, Ford has repositioned itself as a quality, technology, fuel-efficiency and design leader. I was really impressed with the launch of the new ad campaigns for the newly designed Ford Explorer that premiered during the super bowl. The music is very empowering and inspiring and the entire commercial is filled with uplifting messages that makes you want to go explore and get the most of life!
This ad does a great job at building a brand personality for the explorer. It incorporates people having tonnes of fun, exploring, travelling, going on road trips, enjoying their time here on earth and genuinely living a great life. This commercial really affected me because this appeals to my ideal self-image - someone who wants to travels all across the world, embarking on great adventures, having really unique experiences with the ones that I love and having a great time doing it!
There are plenty of brand cues used – for example the inspiring Indy music is consistent across all of these ford ads in addition to the "GO FAR" referencing so you understand that it is a Ford commercial before the brand is even shown
Another observation with this ad as well as other car company ads is the brands localizing their ads to different geographic consumer segments. For example, the Ford ad shows constant outlines of USA on the map in the American version of the ad or outlines of Canada in the Canadian versions.
A lot of other car companies leveraging this “built at home” aspect and are trying to instill pride and patriotism. I have noticed this in many different different car companies for example Chevy Cruze and BMW X3 emphasizing the fact that they are built in the USA. The BMW ad states that even in the height of the recession they built the new plant in southern US and now all X3s are built in the states with pride. Another noticeable trend in the car manufacturing industry is the emergence of European style cars. This may be because consumers are shifting focus towards quality and European cars have always been associated with higher quality that lasts.
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