Couple Olivia and David make the switch from Honda to Ford. They were won over by everything from the Escape's great gas mileage to the foot-activated lift gate.
iSpot Review — July 8, 2015
Watching a familiar campaign conceit
that was at the front of Ford's early gains out of the 2008 recessionary
period, viewers are treated again to a testimonial-based commercial from Ford.
By presenting real-talk about the
real-story switch Olivia & David made from Honda CRV to Ford Escape, the
creative team wants you to be a rational consumer. It's not as much about the emotion or feeling
you get when driving; it's about how Ford is better than Honda, period.
A tell-tale sign of a highly
rational sales strategy is the focus on particular product features. The ad
gives the owners a chance to rave about Ford's foot-activated lift gate. It's a
direct point of competitive comparison meant to further drive home a rational
The ad is not flashy and won't
entertain like some of the more creative executions, but its message is clear.
The gains made by Ford over the last half-decade suggest that the brand knows
what it's doing.