As a marketeer by trade and nature, I often wonder why an entire demographic is sometimes left out of an ad campaign. Obviously, you don't sell Scotch to toddlers (although TEETHING toddlers are 'sorely' under-represented in the hard liquor industry). But then there are campaigns that seem to preemptively say, That group won’t buy this, so why waste dollars trying to sell it to them?
But does anything about that sentiment make sense? Hey, let’s spend lots of money trying to get the attention of people who already buy it. Hmmm? I really do get it. I do. But I'm too scrappy not to go after the elusive fish. And I feel like writing this ad 'outside the demographic' so I'm just gonna do it. This is my land. The land of 'off brief.'
Take Ford’s F-150, my all-time-favorite vehicle. And I’m a girl. And I’m a girly girl. And why, then, might I like this truck? Because it’s manly. Duh.
Imagine what you could do with an ad campaign that sold the Steve McQueen of vehicles to women, complete with a key.
I call this The Trade In:
Ext. Ford Dealership sales lot
Salesman
(Standing with man and woman next to new F-150, addressing the man, of course)
It has the new Tailgate Step. You open the tailgate, pull down the step and it helps you climb in.
Pan to woman. V.O. of her thinking
Woman
Help me into the truck? What a gentleman.
Woman climbs into the cab, shuts the door and rolls down the window to hear more.
Salesman
(To man)
It has a 5.4-Liter, 3-Valve Triton V-8 engine.
Pan to woman. V.O. of her thinking
Woman
And he’s strong . . .
Salesman
It has Voice-Activated Navigation
V.O. of woman thinking
Woman
And he’s good with directions. . .
This continues for roughly 15 more seconds of the spot.
Woman
(leans out window and addresses salesman)
Didn't you say you take trade ins?
Salesman
(beaming at the scent of a sale)
Absolutely.
Woman
(Pointing to the man still standing in lot with salesman)
Fantastic. Then you can keep him. I’ll take this one.
Woman and F-150 peel out of lot.
Salesman
(A bit confused, to man)
Um, I did't see that one coming. Did you?
Man
(Shrugs) Well, sort of.
2 comments:
Heh! I love it!
How is that ad not on my TV? I LUFF trucks. We have an old beatup Dodge (circa 1980) for the dirty jobs. My daily vehicle of choice (in the winter) is a '91 Toyota 4x4.
If I could afford a new truck I'd been looking at the F series, I like deisel but its too dang expensive right now. Dated a guy in college who had an F-350 Powerstroke...*Purrrrrrrrr*, luff deisel.
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