Message to Ford: Show us the Car

Here we go again. Another advertisement from a car company that shows us everything but the car. Ford Motor Co. has launched a new advertising and marketing campaign entitled

Here we go again. Another advertisement from a car company that shows us everything but the car. Ford Motor Co. has launched a new advertising and marketing campaign entitled “Bold Moves.” The launch spot for television has a series of bold people who do things like skate boarding in a deep half pipe. Then we see a woman who shaves off all of her hair, a rodeo rider jumping on the prize bull and a young guy leaving the comfort of the country for bustling Manhattan. Ford’s ad agency JWT Inc. then attempts to tug our heartstrings with such inspirational lines as “Bold Overcomes” and “Bold Never Quits.” All the while, Kelly Clarkson is singing her anthemic song “Go.” This is not only Ford’s attempt to gin up some chutzpa to its namesake brand, but it wants us to believe its buyers are real Americans and risk takers. They are gutsy people who will go out on a limb, not bland suburban types. They engage in cool hobbies. They’re like none of us.

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