Ogilvy and Mather’s new national press advertising for the Ford Mondeo
returns to the product specification strategy of the car’s 1993 launch
The ads for the Mondeo, which was named Car of the Year in 1994, avoid
showing the car, opting instead for symbols such as a medieval knight to
illustrate protection from accidents and a gliding model plane to
represent a good suspension system.
The four executions aim to stress product benefits in a more emotional
way than is usual in car ads. To this end, they focus on problems facing
UK drivers, such as the perilous state of British roads, how many
working hours are lost through backache and the high accident rate among
business drivers. They also explain how the Mondeo might alleviate them.
Dan Davies, the account director on the business at O&M, justified the
exclusion of a picture of the car by citing people’s familiarity with
‘People are clear on what the Mondeo looks like - fewer know why it is
such a good car to drive,’ he explained. ‘This advertising treats
drivers as intelligent. It doesn’t try to force-feed product facts to a
parish which, by and large, is not actively thinking of its next car.’
Ford’s latest move follows a recent announcement that it intends to
place more emphasis than before on individual brand advertising, to
counter its image as a mass-market producer.
The campaign is running concurrently with a television commercial for
the Mondeo which evokes the stress-free feel of the 60s.