Sunday, March 23, 2008

Ford Commercials Not In Sync

In the Ford Sync ads people are so use to giving commands to the Microsoft Auto software that they forget that not everything works that way, with comical results:

I have to wonder if this campaign isn't backwards... Like the old rule of showing positives and benefits, avoiding the negatives, this ad campaign is unsettling to me.

Wouldn't it make more sense to show the harried parent, the harassed worker, people who are not used to having those they told to do something do it, who, upon using Sync, are pleasantly surprised at having a command followed? It leaves a much more positive message ~ is sure sells me a dream. *wink*

I know the ad is supposed to be funny (my man laughs whenever that poor lady hits the door), but it doesn't sell me. It only leaves me with the impression that people are too lazy, self-centered, and absurd to function in the real world. Whereas the version I suggest leaves me wistful for something which does as I say ~ even if it's a car I had no previous interest in or intentions to purchase... Until such sugar-plums of demands met danced in my head.

I know "absurd" is the new black in advertising; but is it effective?

Does Ford want my man's laugh, or my purchase?

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