Ford is about to reveal its latest Mustang 2010 model, which is celebrated by the making of the video with the not really enticing title: "2010 Ford Mustang vs. professional skateboarders".
It seems as if they had great expectations and thoughts about the film, but didn't really had IT.
First of all - Ford Mustang is sponsoring skateboarders!! ? - I think Ford's attempt to attach oneself to the skateboarding culture has failed miserably and is in no way credible.
Why not attach oneself to all american cultures/subcultures such as Nascar, Football or just plain ROCK N' ROLL?
Why not attach oneself to all american cultures/subcultures such as Nascar, Football or just plain ROCK N' ROLL?
Second big corporate communication failiure is the disclaimer/warning in the beginning:
"This video shows both computer-generated and actual driving sequences (...) Computer-generated scenes do not depict actual driving and are pure fantasy"...
The above comments on computer graphics and pure-fantasy-driving-experiences are in my eyes SO uncool and so NOT Ford Mustangs, prancing horses, freedom and being the all-American Lone Rider...!
Lastly, when watching the below BMW M5-video, one can only laugh about Ford Mustang viral marketing-campaign. This add is directed by Guy Ritchie and features Clive Owen and Madonne - and in connection with this, taking brand attachment into consideration, it seems a bit more thought through ;)
All the best - Bjarke Petersen
"This video shows both computer-generated and actual driving sequences (...) Computer-generated scenes do not depict actual driving and are pure fantasy"...
The above comments on computer graphics and pure-fantasy-driving-experiences are in my eyes SO uncool and so NOT Ford Mustangs, prancing horses, freedom and being the all-American Lone Rider...!
Lastly, when watching the below BMW M5-video, one can only laugh about Ford Mustang viral marketing-campaign. This add is directed by Guy Ritchie and features Clive Owen and Madonne - and in connection with this, taking brand attachment into consideration, it seems a bit more thought through ;)
All the best - Bjarke Petersen
So what's the best way to go?
ReplyDeleteAlso, it seems that even with the lame marketing, they've still had the desired effect. Everyone is talking about it..