Ford: "Bold Moves"
Ford’s “Bold Moves” tagline fits the message portrayed in the family’s scenario perfectly. The newest int hier campaign is suprisingly unexpected, this commercial leads one to think that it’s a typical family outing with mom, dad, and two kids. Until the end, when the father gets out of car and tells the mother “Thanks for letting me come this weekend”, and hugs the kids goodbye. This acknowledgement of divorced parents with such a positive connotation is refreshing because Ford is the first I’ve seen to recognize that more than half of the families now have divorced parents.
By this recognition and acceptance of divorcees, Ford is reaching more people, especially mothers, by telling them to be ‘bold’ and go where most don’t dare to go, because everyone knows ex-anythings are no man’s land. The message is clear, if you are daring, strong, and bold, this the car for you, and if you want to be, this will allow you to do it. This message grabbed me and made me remember that Ford did this, I actually, didn’t pay a whole lot of attention to it but by the end I was searching for who had done this innovative commercial. I feel they are not only reaching their target market of the parents with kids that need the extra room, but connects with a whole nother segment of the divorced parents. This shows that they are aware of what’s become a societal norm and they are hip enough to embrace it.
All in all, I am pleasingly surprised and impressed by Ford and the Freestyle for their ingenuity and timeliness, its about time for someone to say ‘yes, people are divorced’ they are no longer holding on to the image of white picket fence perfection.

To determine if an advertisement is effective, one must have a general idea of some criteria. Because advertising is creative, and there is no map to a perfect ‘formula’ that would produce the ideal advertisement, one should also use their ‘gut’ reaction, because isn’t that what consumers do also?
1) How clear is the message?
2) Does the copy ask for a Call to Action?
3) Does the artwork or visuals enhance the message, or vice versa?
4) Is the company’s logo and/ or name visible and memorable?
5) How well does the ad stand out amongst its competing brands/ products?
6) How well does the ad compliment the perceived market’s attributes?
7) Who are the target markets, are they reached by this ad?