Does Ford’s latest ad drive home the message?

While some said the ad does not deliver the brand connect, others appreciated the narrative that is intertwined with poetry

e4m by Misbaah Mansuri
Published: Sep 3, 2020 9:08 AM  | 2 min read
Ford

After tugging right at consumer heartstrings with some creative gems, Ford India is back with its latest creative work as part of its Discover More social series. What’s interesting is that the brand has built this content play with poetry, while also allowing enough space to showcase its cars.

 Industry observers weigh on whether the spot manages to drive home the message just right as there have been reams of other spots released that have tried to inspire through the lockdown.

For Anupama Ramaswamy, Managing Partner and National Creative Director, Dentsu Impact, the creative started out well but somewhere it meandered and lost its sharpness. “I really tried hard to understand the brand connect and struggled to figure the exact message the ad was meant to deliver. What is the brand trying to say? Also these are visuals that we saw through the pandemic and was not something new or fresh,” she remarks

Ramaswamy states that she would have loved to see a future-looking communication. “The car shots looked great and the people shots were looking rather ordinary. It could have been a mix and match of old footage and some new shots,” she suggests.

This spot intertwines the poetry with the Covid-19 context and is – as the title says – an ode to life. The creative piece is shot around the lush green Himalayan foothills around Dehradun by Word of Mouth Media, with an equally impactful recitation by well-known poet and artist Vineet Pancchi. 

Chirag Raheja, Creative Director, Infectious Advertising, likes the piece for its narrative and insight. “‘Zindagi ruki toh thi...par sikhati gayi...’ is a beautiful line, and it captures full well, the sweet toils of life at a halt. I think it’s apt and insightful - the powerful narrative of how a car is an enabler, and how it can be used to rekindle the little joys or steer goodness through our narrow streets,” he opines. 

Meanwhile, Jagdish Acharya, Founder-Creative Head, Cut The Crap, said, “The Ford film offers no incentive to watch it till the end. We’ve seen too many such feel-good non-story montage based voice-over propelled narratives. A car makes for a personal space of safety, a protective environment in today’s times that could have been leveraged. But Ford goes for a generic wallpaper instead.” 

The campaign comprising five films plans to have a follow-up schedule featuring crowd-sourced original thoughtful verse on self-discoveries from the audience and fans.

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