Slate examines a current television commercial for the Ford Motor Company, which in the throes of financial troubles, seem to throw the family unit to the dogs as well.
The commercial in question features a typical family out for a drive, enjoying the sun and the fun times together, the Ford Freestyle then pulls up in front of the house, Dad gets out and the weekend is over. The Freestyle then pulls off with family in tow, Dad resigned til his next visit shuffles off to his lonely little hovel. Makes you want to rush out an purchase an SUV right!
The commercial part of the Ford “Bold Moves” plan to increase market share and hopefully increase the stock share as well, is just one of many approaches that the struggling auto maker is trying to use to stay relevant.
Slate‘s Seth Stevenson does not only a fascinating job of eviscerating the approach of the ad, but also the unusual strains in the whole Ford rescue plan, complete with an Orwellian phrase as Stevenson points out, worthy of Chairman Mao.
And you thought those thirty second spots were all about flogging cars! There’s much more drama deeper into those commercials, much more than you may have thought!
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