A sad boy and barking dog have resonated with Ford fans.

csv8 · 09-12-2009, 06:06 PM

The Mondeo barking dog commercial has been a winner according to Ford Australia's David Katic. Katic says the car's voice activated controls - rare in the sub-$40,000 medium segment - have helped showroom traffic and sales.

A sad boy and barking dog have resonated with Ford fans.

Ford's relatively new "Territory boy'' ad featuring a sad youngster looking on enviously at his neighbour's new Territory has hit a sweet spot with TV viewers. "We've had people call up and say they feel so sorry for the boy they want to adopt him,'' Ford Australia general marketing manager, David Katic, says.
. And I think that what's the Territory boy does, he really pulls on the heart strings.''

The Mondeo barking dog commercial has also been a winner. Katic says the car's voice activated controls - rare in the sub-$40,000 medium segment - have helped showroom traffic and sales. "Orders for the Mondeo Titanium has been particularly strong,'' he says. "It's got great technology in the car and we wanted to communicate that. Consumers love the voice control feature.''

Katic says the first piece of feedback was that it was a great feature and "the second bit was that they thought it was a piece of equipment that was only found on expensive cars''. The company's successful tag line "Who's most likely - Ford of course'' will be expanded next year but Katic is reluctant to reveal too much. "Stay tuned,'' he says.

Ford has been more proactive with its television commercials this year and Katic says it is starting to show with increased dealer traffic and stronger buyer recognition of the brand.

block58 · 09-12-2009, 06:22 PM

Quote:

Originally Posted by David Katic

We've had people call up and say they feel so sorry for the boy they want to adopt him.

WHAT?!

chrisfpv · 09-12-2009, 06:23 PM

I've seen the Mondeo ad and was quite impressed to be honest, although I haven't seen the Terri ad yet. Good job Ford.

block58 · 09-12-2009, 06:24 PM

Quote:

Originally Posted by XR6AUS

I've seen the Mondeo ad and was quite impressed to be honest, although I haven't seen the Terri ad yet. Good job Ford.

http://www.youtube.com/fordofcourse has all of them.

1TUFFUTE · 09-12-2009, 07:48 PM

yes i agree..they seem to be picking up their game with regards to targeting your average consumer.

BIGJB · 09-12-2009, 07:54 PM

That Terry ad is fantastic.

phillyc · 09-12-2009, 08:17 PM

Quote:

Originally Posted by 1TUFFUTE

yes i agree..they seem to be picking up their game with regards to targeting your average consumer.

Now we just need a steady stream of these great adverts for another 5 years and sales will be excellent!

Still, Ford have definitely turned the corner since Burela came on board. The man has pride in Ford and that is what is being instilled.

FPV8U · 09-12-2009, 08:57 PM

The mondeo add is excellent.

Iggypoppin' · 09-12-2009, 09:20 PM

You know the ads good when people ring up asking to adopt a boy that isn't really sad and obviously is acting haha. Love the current ford falcon ads, especially G6Et, it's great to see them using the awards they have won, and the reporters gathered around the car really hits home with people.

Falcman0o7 · 09-12-2009, 09:55 PM

Makes you wonder doesn't it? if adverts play a major role in sales then why have fords efforts been so woeful in the past? If they knew advertising was so crucial to sales why not try a bit harder!!! Really.

chrisfpv · 09-12-2009, 09:59 PM

Quote:

Originally Posted by block58

http://www.youtube.com/fordofcourse has all of them.

Thanks mate, haha nice ad.

Ride · 09-12-2009, 10:03 PM

Quote:

Originally Posted by Falcman0o7

Makes you wonder doesn't it? if adverts play a major role in sales then why have fords efforts been so woeful in the past? If they knew advertising was so crucial to sales why not try a bit harder!!! Really.

Depends on the talent pool they have in marketing, the cultural change that Burela has now driven through the company has probably inspired employees to put more effort into their work and make them feel part of the journey that's taking place ... hence a better result from the extra work put in.

barra265t · 09-12-2009, 10:03 PM

Is the sad boy fixing a broken or upgrading a previous model ford territory using paper or something? His end result looks like a territory thats been in a rollover. hahaha

**Full Noise** · 09-12-2009, 10:07 PM

Am I the only one here who thinks that the Mondeo ad is a load of crap?

Let’s just think about it for a second and for those here who think that the ad is good, in my opinion, as car enthusiasts, you should be ashamed of yourselves.

The ad depicts a woman who quite obviously has little success with men, so she takes her stinking flea infested dog out to the city for a night on the town. You go girl…

I’ve known women like this and there’s a good reason why they’re single.

They are also showing that you can be a complete moron and still be able to drive and enjoy a Mondeo. Wow, you can tell the car how hot you want it and even tell the CD player what track you wish to listen to.

BIG F*&%#*@ng DEAL.

How the Hell did we ever live without gimmicks like this? And all of this time I’ve been wearing my fingers to the bone tuning my CD player and operating the heater controls by hand.

If they are trying to push the safety benefits of being able to use these features without taking your eyes of the road, why does the stupid girl driving spend nearly as much time staring at her mangy mut instead of watching the bloody road?

Ford have a target demographic that they are aiming at with this tripe, usually cashed up young girls, so why do the morons at Ford keep playing this ad during the V8 Supercars?

Absolute crap… flame away.

Paxton · 09-12-2009, 10:09 PM

Quote:

Originally Posted by barra265t

Is the sad boy fixing a broken or upgrading a previous model ford territory using paper or something? His end result looks like a territory thats been in a rollover. hahaha

It is not a Territory. It is actually a Kluger.

SM1DY · 09-12-2009, 10:21 PM

Quote:

Originally Posted by csv8

"We've had people call up and say they feel so sorry for the boy they want to adopt him,''

Somebody get that boy a territory...STAT!!!

4Vman · 09-12-2009, 10:25 PM

It never ceases to amaze me that some people appear to think every potential Ford customer must be a V8, motorsport loving bogan.... and every commercial should be aimed at entertaining them..

:

**Full Noise** · 09-12-2009, 10:28 PM

Quote:

Originally Posted by 4Vman

It never ceases to amaze me that some people appear to think every potential Ford customer must be a V8, motorsport loving bogan.... and every commercial should be aimed at entertaining them..

:

So it works for you?

You’d better hurry up and order that Mondeo.

:

4Vman · 09-12-2009, 10:30 PM

Quote:

Originally Posted by Full Noise

So it works for you?

You’d better hurry up and order that Mondeo.

:

no, but if it helps sell Fords surely its a good thing!!!

Fireblade · 09-12-2009, 10:38 PM

Best 2 ads i've seen from Ford since the SR ones with Marcus, Russell and lowndes in them.

uranium_death · 09-12-2009, 11:01 PM

Both commercials are good...the Territory one is far better...one of the few car advertisements that I can put up with.

BUT the Mondeo one spells it out simply, though I find that dog-song rather annoying.

As for the advertisement being a gimmick and such, well it's good marketing by Ford. Most of society are stupid when it comes to purchasing cars, or in general at that (and I am not necessarily excluding myself from that, and neither should you...it's all relative). If people are won over by a crappy song and voice activated controls, then who cares? It makes the vehicle more appealing, and sometimes when people see a car on the road they think, 'yeah, I wouldn't mind one of them.'

Ford has had to change its image to appeal to young buyers.

MANY young people I talk to see Holden as Australian, and Ford as American.
These commercials may not change that perception, but it will hopefully change what people think about the brand...

block58 · 09-12-2009, 11:06 PM

It's not nearly as gimmicky as Holden with their "The doors on the Cruze go 'Thud' and that makes it a good car" theory.

Franco Cozzo · 09-12-2009, 11:25 PM

I dunno, the most recent Ford ad I've liked was the BF XR8 ute one, that was hilarious, we need more ads like that:

http://www.youtube.com/watch?v=2kd2mMa0KqE

Humour is great, I'm not a fan of the new soft approach they've taken but if it gets them sales, then thats a good thing.

Swordsman88 · 10-12-2009, 01:51 AM

Quote:

Originally Posted by 4Vman

It never ceases to amaze me that some people appear to think every potential Ford customer must be a V8, motorsport loving bogan.... and every commercial should be aimed at entertaining them..

:

Indeed.... This thread is about reports that these ads are working. I don't see how anyone could post saying they are crap given that. That is what marketing is about is it not? After all most if not all ads are stupid when you think about them...you can't make many insightful life points in 30sec now can you??

Quote:

Originally Posted by Full Noise

Am I the only one here who thinks that the Mondeo ad is a load of crap?

Let’s just think about it for a second and for those here who think that the ad is good, in my opinion, as car enthusiasts, you should be ashamed of yourselves.

The ad depicts a woman who quite obviously has little success with men, so she takes her stinking flea infested dog out to the city for a night on the town. You go girl…

I’ve known women like this and there’s a good reason why they’re single.

They are also showing that you can be a complete moron and still be able to drive and enjoy a Mondeo. Wow, you can tell the car how hot you want it and even tell the CD player what track you wish to listen to.

BIG F*&%#*@ng DEAL.

How the Hell did we ever live without gimmicks like this? And all of this time I’ve been wearing my fingers to the bone tuning my CD player and operating the heater controls by hand.

If they are trying to push the safety benefits of being able to use these features without taking your eyes of the road, why does the stupid girl driving spend nearly as much time staring at her mangy mut instead of watching the bloody road?

Ford have a target demographic that they are aiming at with this tripe, usually cashed up young girls, so why do the morons at Ford keep playing this ad during the V8 Supercars?

Absolute crap… flame away.

I honestly dont' get your point at all. Does it sell cars? Apparenlty, yes, so who cares. Since you are clearly not in the target market i dont think i'll be taking much notice of your views on the issue. Furthermore as a self-proclaimed 'car enthusiast' i'm insulted you think i should be 'ashamed of myself' because i want the ad to work and sell more Fords....so we should hate the ad and hope it failes so we don't get the benefits of further investment in the brand we love and ultimately, better cars, be they mondeos, fiestas or one day a GT-HO (you can dream....) The attack on the 'demographic' is uncalled for too..... Attack the car dont' attack the buyers....everyone is entitled to own and enjoy any car that suits them....who made you the arbitrator that enforces your most likely very misguied automotive views on everyone else

:

For the record i think the ad really simplifies the positive aspects of the mondeo well beyond the 'voice control', which yes while helpful is a gimick. But ford ran that ad to:
1. Resonate with the traget market. It does that esp with the dog in there (who doesn't love pets...)
2. Differentiate the product and set it apart. They did that because no one else in the segment has voice control. Once you are on the website and/or at the local dealer then the ad has done its job. Now you can learn about all the other great attributes of the car.... .

As for runnining it during V8 supercars well i think you are assuming only 18-50 year old male bogans are watching?? I think there would be a few soccer mums having a squiz while changing channels and/or watching with hubby (since that is all he will watch....). Do you think Ford doesn't check with its marketing group the demographics watching what programs their ads are running alongside??

merlin · 10-12-2009, 07:28 AM

People ringing up wanting to adopt the boy shows its a good ad??? Umm no it shows that some Australians are bunch of freaken stupid morons who should be shot on sight.

I like the Mondeo ad though (is the dog restrained?, i can't remember otherwise its illegal

). Makes me want to buy it for th voice control even though deep down I know I would play with it twice then completley forget about it.

DBourne · 10-12-2009, 07:50 AM

Full Noise, I think you missed the point completely.

The ads are aimed at the demographic that AREN'T car enthusiats!

If everyone was an entusiast, you would only need a running sheet of car specs and times and people would make their choice based on that.

The ads are aimed at the people that don't know a lot about cars, but want one with many "features"

Also, am I the only one who thinks for some reason that chick in the modeo ad is seriously cute? No idea why, but I reckon shes cute as

Wally · 10-12-2009, 09:17 AM

Full Noise and Merlin thanks for your posts, they gave me a good chuckle... keep it up.

greens_tuf · 10-12-2009, 09:27 AM

The XR8 ute commercials are the best. LOL I love the metrosexual police! and the pulling power one!

cosmo20btt · 10-12-2009, 09:44 AM

Quote:

Originally Posted by Full Noise

Am I the only one here who thinks that the Mondeo ad is a load of crap?

Let’s just think about it for a second and for those here who think that the ad is good, in my opinion, as car enthusiasts, you should be ashamed of yourselves.

The ad depicts a woman who quite obviously has little success with men, so she takes her stinking flea infested dog out to the city for a night on the town. You go girl…

I’ve known women like this and there’s a good reason why they’re single.

They are also showing that you can be a complete moron and still be able to drive and enjoy a Mondeo. Wow, you can tell the car how hot you want it and even tell the CD player what track you wish to listen to.

BIG F*&%#*@ng DEAL.

How the Hell did we ever live without gimmicks like this? And all of this time I’ve been wearing my fingers to the bone tuning my CD player and operating the heater controls by hand.

If they are trying to push the safety benefits of being able to use these features without taking your eyes of the road, why does the stupid girl driving spend nearly as much time staring at her mangy mut instead of watching the bloody road?

Ford have a target demographic that they are aiming at with this tripe, usually cashed up young girls, so why do the morons at Ford keep playing this ad during the V8 Supercars?

Absolute crap… flame away.

I suppose your idea of a car ad is more like the E2 ad where they use a computer graphic to show the car, showing every thing in red, & mentioning exotic car parts like bi-modal exhaust(more like bi-bogan exhaust). At least Ford showed a real car in a real world situation with real world people, how ever not everyone drives around with a dog in the car but it does happen.
I think it appeals more to the younger crowd as pets are the in thing at the moment.
Oh and the XR8 ads are the best ads by far.

Powdered Toast Man · 10-12-2009, 09:54 AM

The Mondeo ad has made my mum want one because of the voice control so it must be working. Unfortunatley they still wont sell her one as I assume it is only available in the higher spec models and she cant afford one.

But the ads are much better than the arty farty fingers comercials or even the AU ones IMO.