I complained about Ford after the Kermit spot ran during this year’s Super Bowl. I thought that after the company had suffered through so many troubles/layoffs, putting out happy ads with a frog was insulting to those who lost their jobs.
Thought that maybe they should focus on being honest for a change and stop wasting all that money on post. Well, looks like they finally have with their new Bold Moves site which is also supported by TV and print.
Only thing now is ‘Bold Moves’ seems to serve two different masters. On one hand, it’s this “EPISODE ONE: CHANGE OR DIE” ominous warning that the company needs to turn things around. On the other, the TV is a whimsical spot with a woman in a drive-thru drycleaners making a ‘Bold Move’ by paying for the laundry of the guy she sees in the car behind her.
Bipolar much? Maybe if they showed Sonia (pictured) pulling into to get her suit for the interview she has to go on ’cuz she’s out of work, then ok, I get it.
The different executions sends a mixed message though. Which are you: a serious corporation in damage control mode trying to rebuild yourself? Or a fun, whimsical and spontaneous kinda gal without a care in the world?
Both are each valid executions off of the same theme, but not at the same time. Stick with just one direction and I’m sold.
Tags: advertising, Bold Moves, Ford, brands, viral