There are some TV commercials that are so annoying they become a cult thing. We can’t stand them because the actors in them are irritating, dumb or just plain unappealing. But they work on a subconscious level because the people in them strike a chord with the viewers as does the iSelect commercial, for example.
Take the Trivago advertisement for hotel bookings, as another example. An attractive man meets a rather long-nosed plain woman in a hotel and they get together. Every girl’s fantasy, you might say. The message is that even a rather ordinary woman can find love in one of the hotels that Trivago lists on its site.
It’s not an original concept but it works because it promises romance.
In the same vein the Crown Casino ad promoting a fun weekend for an ordinary couple will work as well because it’s the average Aussies who will find something beguiling about romping around in such an environment.
In my opinion, however, the TV commercial for Ford vehicles does not resonate with anyone. Yes, it’s annoying because the woman in the ad looks unfriendly as she hops around the set like some sort of manic rabbit. So it’s memorable, but for all the wrong reasons.
Does she have any plausible connection with the product, Ford trucks?
Doesn’t a tradie just want a truck that works well, is reliable and has some oomph, some vroom and gets the job done? He doesn’t really want some prissy female telling him what he should do.
Why does she bounce around so much? Why does she look so harsh and bitchy? Would you visit a Ford showroom or lot or whatever after watching her prance around looking so off-putting?
Granted that these Ford commercials are not directed at me and are not meant to suck me in, I wonder if they have attracted any tradesmen at all.
p.s added on the 24th May
Ford Australia has just announced it will shed about 440 jobs because their cars are not selling. Now I’m not saying it is the fault of the latest Ford ad but it certainly didn’t help, did it?