Tag Archives: TeamOne

Ford Fusion Makes Rivals “Invisible”

Ford Motor Co. will be hammering away at how darn good-looking its 2013 Ford Fusion is in the multi-media launch blitz.

The automaker isn’t off base with this strategy, since the redone midsize sedan has gotten a slew of very positive ink for its good looks – not really a staple in the segment.

“The media  launch of the Fusion will showcase how Ford is shaking up the bland midsize sedan segment,” said Jim Farley, exec VP and group VP of global marketing, sales and service. “Why do car buyers have to sacrifice styling and forward-looking design for fuel economy? They don’t.”

This isn’t the first time a carmaker  has zeroed in on styling to push a midsize sedan. Most memorably, Nissan and its ad agency , TBWA, used “Cure for the Common Car” in fall 2001 to launch the 2002 Altima. Still, styling hasn’t traditionally been the focus to advertise cars in this category.

Ford and its ad agency, WPP Group’s Team Detroit in Dearborn, hired Chinese artist Liu Bolin as a consultant for the print ads. Bolin is known around the world for painting his body and clothes to camouflage himself in photographs and he helped TeamDetroit create print ads that make competitors’ cars invisible.

This behind-the-scenes video will give you a better look at Team Detroit’s Big Idea

The look of the ads is pretty cool and the Big Idea works with the strategy without being obnoxious or naming rivals.

The new Fusion is also on the back cover of Maxim’s annual “Best Stuff of the Year issue, due Nov. 18. Ford’s Mustang is on the magazine’s cover – a nice double play. Toby Barlow, chief creative officer of Team Detroit, said the magazine approached Ford, not visa versa.

Amy Marentic, group marketing manager at Ford,  said the Fusion launch ads try to use design and technology to stand out in the crowded midsize segment. “We also knew we had to appeal to the rational side, and the most rational thing about this car is the fuel economy,” she said.

So the ads do mention MPG. The theme line in the TV spots is : It’s an entirely new idea of what a car can be.”

The agency extended the “disappearing” act of the print ads to one of its three national TV commercials, like this :30 one :

The final editing of the final two spots got delayed by Super Storm Sandy; the outfit doing the work is based in lower Manhattan. One touts “while everyone else seems to be going in the wrong direction, Ford is not just going forward, it’s going in an entirely new direction.”

But the third spot is the most dramatic. This commercial, for the Fusion Hybrid, touts the car’s “outstanding performance” and estimated 100 mpg range.  It also shows viewers the only thing the car can’t do- drive off a cliff. Yes, Team Detroit “jumped” a new Fusion in a one-take shot in Vancouver and the ad should attract eyeballs. Once it breaks, there will be a behind-the-scenes video of how the spot was made. (The car used in the stunt isn’t drivable, Barlow said).

In typical Ford fashion, this big media part of the launch came only after a major pre-launch that started digitally with a big push in July. Marentic said Farley challenged her team to encourage 300,000 consumers to build and price the new Fusion before it went on sale.

Enter “Random Acts of Fusion,” a massive social media, online video effort starring Ryan Seacrest, Joel McHale and Kate Micucci. Ford launched the push on national TV in July, along with the site RandomActsofFusion.com. The push included scavenger hunts, local events and chances to win one of 3 Fusions.

In this video, McHale and Micucci explain how they’re going to create a documentary with the 100 new Fusions they got from Secrest.

OK. Not the funniest video ever and the others are similar in tone. Still, Ford said 2 million people have visited the Random site, which tallied more than 12 million video views. Plus, the push nearly doubled Farley’s goal for online Fusion build-and-pricing by consumers, reaching more than 520,000, Marentic said.

Ford isn’t done yet for the Fusion. Coming Thursday, Nov, 15 is “Go Further with Ford Night” at local dealers, named for the brand’s new ad tag. For each person who visits a participating Ford dealer that night, the dealer will donate $10 – up to a total of $500 – to a local charity. Some 2,200 Ford dealers have already signed up to participate, Marentic said. People who register at a dealership that day will be entered into a prize drawing to win a new Fusion.

Visitors 18 and older can also try to win a VIP trip to see the popular “American Idol” TV show by testing their talent judging skills on camera. Each dealership will have a webcam to see a special message from Seacrest before they do some judging on camera. (Ford has been a long-time backer of American Idol style, which returns in January on FOX.

Ford is certainly backing the new Fusion with a major push that should build street cred and sales for the car.

MAKING TRACKS: Ford Motor’s Jim Farley, already exec VP and group VP of global marketing, sales and service for the Ford brand, adds the Lincoln brand. Farley quickly moved Matt Van Dyke from US director of marketing communications for Ford and Lincoln to director of Lincoln globally for marketing, sales and service. He’ll report to Farley. The two men have known each other since 2000 and worked together when Farley headed Toyota’s lux Lexus brand and Van Dyke was the account chief at the brand’s ad agency, TeamOne.

Kevin Koeppen, who had been manager-advertising and media, succeeds Van Dyke.

You can find me, Jean Halliday, on LinkedIn, Facebook and Forbes.com

On Twitter at jhal2001

Most Effective Car TV Ads

So what are THE MOST EFFECTIVE national car commercials? Nielsen’s Automotive group announced the winners in Manhattan recently during the press days of the New York auto show. It was the sixth straight year Nielsen has honored the most remembered messages, most  liked along with brand and model recall.

You might be surprised by some of the winners in the bunch for calendar 2011. If you are, please post a comment.

Let’s take a look

Lexus took home the prize in the Best Sales Event category- for its “December To Remember” year-end clearance. Lexus has used this sales theme for years, along with the giant red ribbon. Team One in  El Segundo, California, is Lexus’ longtime ad agency

In the Luxury category, Nielsen tapped Acura for the Best Campaign of the year. The so-called “Aggression” campaign launched the 20112 TL. rp& in Santa Monica is Acura’s ad agency. Here’s one spot from rp& in Santa Monica starring Calvin Johnson of the Detroit Lions


Another other spot in the TL blitz featured Ashleigh McIvor, a 2010 Olympic Gold medal skier

Haven’t been a big fan of Acura advertising for some time. And although I’m not enthralled with the above award-winning TL work, I did really like Acura’s Super Bowl over-the-top commercial this year with Seinfeld and Leno. This more recent spot, for the launch of the new 2013 RDX is one of my current auto favs and shows how Acura and rd& are improving the work

Toyota won Nielsen’s most effective Hispanic TV advertiser for a Corolla spot from Conill called “Memories.” You should be able to see it here

 

The other winner was the Ford brand for the Green Award. (Sorry, but I was unable to secure this spot). The Ford work, featuring an actual owner named Ivan, was created by TeamDetroit in Dearborn, Michigan.

The car TV commercial with the highest Nielsen scores, and thus catapulting it to win Best of Show is… Chevrolet, for “The Salute” commercial

Nielsen Global Automotive’s Exec VP Ian Beavis, described this spot as  “very emotional” and one that “clearly broke through” the clutter.

Chevy’s winning Equinox spot was from filmmaker Ben Alagna, not the brand’s 2011 agency of record Goodby, Silverstein & Partners. Alagna entered a short video contest sponsored by Chevrolet and Mofilm and took third place. The spot also did well at the New York Tribeca Film Festival last year.

While we’re on Chevy, let’s take a look at some new work for the Malibu Eco from Goodby

Anyone else out there who finds this spot too long and too silly?

I prefer this one for the Malibu Eco

Have you seen this commercial for Toyota from Australia themed “Tougher than you can imagine” for the Hilux pickup?

Now that’s a bit of fun, eh mate? Anyone want to predict how effective it will be?

MAKING TRACKS:  Jack Valente, who was the client leader at Mindshare on the Ford account, moved to InStadium as Sen VP-national business development.

Find me, Jean Halliday, on Facebook and LinkedIn or follow me on Twitter @jhal2001

Help Wanted: Luxury Brand Advertising

Someone call the ad police!

There’s too many crimes being committed against some luxury car brands.

One example is Toyota’s Lexus brand, a proven player that recently topped J.D. Power’s 2012 CSI ranking in the lux won segment for the fourth straight year.

Here’s the brand’s latest television spot for the new 2013 GS from TeamOne in El Segundo

 

Sorry, folks, but this commercial is a big snoozer that doesn’t do justice to this brand, just like the spot Lexus ran during the Super Bowl this year.

Could these yawn-worthy ads be part of the reason buyer consideration for Lexus is down 11% in the first two months of the year compared to a year ago, according to CNW’s Purchase Path Studies? Lexus also made a big deal about its official marketing partnership with Sports Illustrated magazine’s swimsuit property. It was a no-brainer for Lexus to have a four-page spread in the issue.  Bu the brand also backed several related events,  offered custom integrations for digital tablets and created an iPhone game.

The wildest tie-in was the racetrack Lexus created in the shape of swimsuit model Tori Praver’s body. Consumers can watch online videos of pro drivers zooming around that so-called TORI 500 track or use a camera app to put Tori in their own photos.

No secret Lexus is trying to attract younger males, saying in its press release that the annual SI Swimsuit hoopla reaches more than 70 million people and more men between the ages of 18 and 34 than the Super Bowl.

Lexus isn’t the only offender.

Let’s move onto Cadillac, which  is still airing this commercial for the CTS-V coupe from Fallon that broke last fall

Oh dear. We get the main point Caddy is trying to make here in this :60 spot. But why waste precious seconds with the silly valet tipping scene? That part I don’t get…and if you do please explain it to me.

Despite a slew of lackluster advertising, including a poor showing in the Super Bowl, the GM brand has managed to increase buyer consideration by 6% in January and February vs. the same year-ago period, CNW says.

Congrats Caddy, but please juice up your advertising.

Another lux maker with so-so messaging is Acura, which has had a long string of irrelevant ads with the exception of its over-the-top Seinfeld-Leno Super Bowl spot for the NSX.

Acura just posted its upcoming commercial for the 2013 RDX on YouTube, part of a multi-media partnership with Marvel’s “The Avengers” flick, arriving May 4 in theaters

rp&, a division of the Honda brand’s ad agency RPA in Santa Monica, handles Acura

Consideration for Acura slid by 19% in the first two months of 2012 compared to a year ago, CNW says.

Making some progress, but not there yet, is Nissan’s Infiniti brand, which just launched its new JX crossover with new work from TBWA/Chiat/Day.

Have a gander

Not a big fan of features’ advertising, but the backup collision intervention system seems worth crowing about.

Infiniti couldn’t resist  throwing in the third-row seating in the same spot too!

After losing its way for a while, BMW has made great progress with the launch work for the new 3 Series. Love the humor in this one from Kirshenbaum Bond Senecal + Partners

What a fun way to highlight a feature and sure to get chuckles from men who aren’t on the best of terms with their mothers-in-law.

Glad to see BMW making a strong push back to its “Ultimate Driving Machine” ad tag.

As far as the offenders, in at least one case, which I won’t call out, the top marketer is really a sales pro. Moving sales folks into marketing slots is a common industry tradition. But it’s not smart. As I have often told top OEM execs : “You wouldn’t  put a finance expert in charge of design, so why do you  think it’s OK to put a sales person in the top marketing job?”

Sales and marketing, although  usually lumped together in one silo, require  vastly different skill sets. And in today’s increasingly complex communications world, companies with experienced, trained ad pros certainly seem to outperform  their rivals.

It is amazing to me that OEMs still fail to realize this.

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*This post first appeared as Jean Halliday’s Ad Rap in CNW’s monthly, subscriber-only newsletter.