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 point.

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.



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