Analysis of Ford France web film made in 2011.

1. AD CAMPAIGN ANALYSIS
FORD
By Raquel Echegoyén

2. GENERAL INFORMATION
 Type of service or product:
Car
 Brand:
Ford
 Campaign Name:
Ford: dog show

3. CREATIVE BRIEFING
Target audience:
• Adults
Desired positioning:
• A car perfect for fun.
Key promise or benefit:
• The car can give you happy times.
Communication tone:
• Needs

4. MESSAGE ANALYSIS
What does it
say?
With the Ford car you can have fun because it is easy to
drive.
How is it
said?
It uses a dog show to appeal to the fun of your Ford car
and its easiness for driving.
Whom is it
addressed to?
It is addressed to adults.
When is it
said?
At day.
Where is it
said?
In a backyard.

5. CONCEPT AND SLOGAN
What is the
concept chosen to
differentiate the
product or service?
This car can give
you funny and
happy times
because it is easy to
park.
What is the slogan? Designed for living,
engineered to last.

6. CREATIVE EXECUTION
Execution elements:
• Characters: Kids and dogs
• Images: A backyard and the car
• Texts: Just an explanation at the beginning and end.
• Music: The Bees “ End of the Street”
Execution Aspects:
• Size: 1.58 min.

7. WEB PLATFORM
The site features the new Ford
cars of 2014.

8. CAMPAIGN VIDEO

9. PERSONAL OPINION
 It is attractive.
 It is funny.
 It is cute.
 It can reach the targeted group.
 The message is complex so it needs attention to get it.

10. GOOD OR BAD AD?
 It is a good ad, but the message is really complex to understand..