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Old 05-28-2011, 11:44 AM   #1
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Focus Commercials: Lackluster?

One of my friends recently mentioned that she understands why I'm obsessed with the new Focus, that she saw a commercial and it looks great.
YouTube Video
ERROR: If you can see this, then YouTube is down or you don't have Flash installed.


But have you noticed that the commercials really don't emphasize the kind of things we love about the Focus? You know: performance. I want to see video of a Focus flying through turns, engine roaring, with a "Professional driver on a closed course" disclaimer at the bottom.

Like this Mexican Focus commercial:
YouTube Video
ERROR: If you can see this, then YouTube is down or you don't have Flash installed.


Maybe there will be a commercial for the ST...


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Old 05-28-2011, 12:14 PM   #2
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I love the current Focus commercials. They make the car look premium and the music fits very well.

But I agree, there should be an ad based on it's dynamic performance.
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Old 05-28-2011, 06:38 PM   #3
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I think the fact that Ford is advertising the car at all is an improvement over previous years. The last generation of Focus didn't get much advertising that I can recall other than those "the Focus is my choice" commercials that emphasized the low price of the car and aimed it squarely at the youth market. These newer commercials for the 2012 emphasize the technology of the car and help to advertise that the car has moved upmarket.
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Old 05-29-2011, 05:35 AM   #4
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Quote:
Originally Posted by LostContrails View Post
I love the current Focus commercials. They make the car look premium and the music fits very well.

But I agree, there should be an ad based on it's dynamic performance.
The problem is that the 2012 Focus is about more than just the sum of the available OPTIONAL features, it is about transforming a car that people still thinking of as "basic transportation" into a car that not only can be seen as "basic transportation" in the SE, but also has more upscale features for those who want MORE than just basic transportation.

If they want to follow the style of these infomercial type commercials, why not do it where you see what it is like to get into a 2012 Focus, with the new style for the air conditioning vents, the TWO 4-inch LCD screens(MyFord Touch won't be for everyone, so don't make the entire commercial about MyFord Touch, show the BASE non-touch controls too).

You want to sell a car, have someone get home from work and show him/her checking the trip computer for distance and fuel economy, with 68 miles on the trip computer and showing 34.2 miles per gallon as the average. Or, even though the non-touch version LOOKS complicated, how it has the LCD screen and how you can see everything on there. How about other LITTLE things, like when you set the cruise control, it shows you what the speed is that it is set to, not just a light that says that cruise control is either on or off?

There is a LOT that is not being sold that would draw people in, and it is about more than just the features.
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Old 05-29-2011, 10:14 AM   #5
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Good interview video with Fords head of marketing Jim Farley.
Gives one a good idea of the attitudes inside Fords marketing and what they are thinking.

YouTube Video
ERROR: If you can see this, then YouTube is down or you don't have Flash installed.


Ford is listening to what you say be it positive or negative.

IMO I find it really cool that the new Focus ads are globally the same, only differences is the Euro ads show features that are not available in North America

North America Focus montage
YouTube Video
ERROR: If you can see this, then YouTube is down or you don't have Flash installed.


Europe (this is from UK but each countries the local language is dubbed in)
YouTube Video
ERROR: If you can see this, then YouTube is down or you don't have Flash installed.


New Focus ads are focusing in on the luxury features at non luxury prices. But also remember that Ford has and is marketing the Focus in different venues such as the Rally US promo, American Idol, etc and I noticed in the TV series Fringe, they always make a point of showing some of the features in the new Fords. I think it was 2 weeks ago in the Fringe episode a family driving a new Focus hatch, and showing the reverse camera in the MyFord Touch screen. All these different venues are ways of putting this totally different Focus in front of North American audiences.
Yes they do not promote the best driving car in its class and all that stuff, which would be nice to see, but I think Mr.Farley and his team are going in the right direction and changing the average consumers perception of the Ford brand "cars" and making sure the message of premium is being put put there and get rid of the old perception that you buy a Ford "car" because it is cheap set of wheels.
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Old 05-29-2011, 10:25 AM   #6
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Quote:
Originally Posted by Targon View Post
The problem is that the 2012 Focus is about more than just the sum of the available OPTIONAL features, it is about transforming a car that people still thinking of as "basic transportation" into a car that not only can be seen as "basic transportation" in the SE, but also has more upscale features for those who want MORE than just basic transportation.

If they want to follow the style of these infomercial type commercials, why not do it where you see what it is like to get into a 2012 Focus, with the new style for the air conditioning vents, the TWO 4-inch LCD screens(MyFord Touch won't be for everyone, so don't make the entire commercial about MyFord Touch, show the BASE non-touch controls too).

You want to sell a car, have someone get home from work and show him/her checking the trip computer for distance and fuel economy, with 68 miles on the trip computer and showing 34.2 miles per gallon as the average. Or, even though the non-touch version LOOKS complicated, how it has the LCD screen and how you can see everything on there. How about other LITTLE things, like when you set the cruise control, it shows you what the speed is that it is set to, not just a light that says that cruise control is either on or off?

There is a LOT that is not being sold that would draw people in, and it is about more than just the features.
They are more interested in selling the higher priced models, hence the higher trim commercials.

They never give the price of the vehicle in the commercial, therefore people will either go to the dealers or check online. While there they discover cheaper models of the Focus are available.
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