Bold Moves for Ford Free Style Commercial
August 18th, 2006
Written By: Adam Sussman
Have you seen this commercial yet? Ford has come out with a “bold” campaign and their Free Style commercial had me and my wife rewinding our Tivo to re-watch it over and over again.
The first time I saw this commercial I was not quite sure if I caught it correctly but after playing it back a few times I was sure I got the point.
This is definitely a bold move for a major advertising company and not your typical commercial. Could this be the start of a new trend in television advertising where companies are now recognizing that the American nuclear family has changed?
It makes me now wonder how big of a market there is for Ford to go after the divorced male. On the flip side how many of us will now start to associate male drivers of Ford cars with this guy in the commercial?
August 18th, 2006 15:48
Yikes!
I had not seen it. It makes me sad just to watch it. It’s a puzzling tactic. I’m not sure what to think. I hope this is not a trend.
August 18th, 2006 22:03
Actually, the wife is driving the Explorer becasue the husband is too broke after the divorce to have a car.
August 18th, 2006 23:18
Barbara, your so right!
August 19th, 2006 11:59
I had seen this commercial before and it had struck me as a very positive outlook on todays “Nuclear Family.”
Lets face it, the divorce rate is skyhigh, and the most effected victims of this circumstance are the children. I think this is reality and it is a good change to see an ex-wife and ex-husband putting aside their problems for the benefit of their children having a family expercience with both parents.
There are a lot of TV shows, movies and commercials that show bad divorce situations because drama makes for good entertainment. There are so many negative influences in the media. I am glad to see a postive spin on a less than positive situation.
I dont think that this commercial is the beginning of a trend. I dont know that it would make me run out and buy a Freestyle, but it certainly is creating conversation!
August 23rd, 2006 17:37
I dislike this ad, and agree with Hawaii, it is sad, the husband looks sad, and the kids must be sad to say goodbye, and the fact that someone in the family has an Explorer will not make up for that.
August 23rd, 2006 22:50
Raphy, welcome to my blog. Glad to see you posting here!
August 29th, 2006 20:08
I dislike this ad totally. What parent thinks it’s healthy for their children to spend time with divorced parents on a trip when that is no longer their reality. Agreed that divorced parents should get along well for the sake of the kids- but taking a family trip together??? Divorce is hard enough, why add disillusionment to the childrens plate? Poor choice! Seperated families can get along quite well as just that- Seperated!
August 30th, 2006 20:20
This ad perpetuates the image of a divorced father relegated to the whims of the mother. Where are the father’s rights? Watch the commercial - the “Thanks Barbara (or whatever her name is)” at the end implies that the mother has the right to decide when/if the father can see his kids. What image does this promote other than the mother drives away in a nice, new car back to “her house” with “her kids” and the father gets to slither back to his cheap apartment and wait for dear Barb to let him see his kids again. This ad is so wrong on so many levels for American society. I disagree with MCaplan - where is the “positive message”??
August 31st, 2006 13:05
I totally agree with Jeff. The commercial implies that the man doesn’t have enough money to buy his own Freestyle, and that the mother is in total control of the situation. the guy looks so sad standing in front of his apartment while the ex drives away in her brand new car that his alimony is more than likely paying for. why would any man want to buy this car after this commercial? I know my husband wouldn’t- and he has an ex wife and 2 kids.
September 1st, 2006 08:06
I disagree with the comment that it is unhealthy for kids to spend time with both divorced parents. I am the child of divorced parents that remained good friends. We spent almost all the holidays together and went on several vacations together. The divorce itself was ugly but life afterwards was made extremely easy for me and my sister because my parents could act so mature and loving.
And while I agree that this commercial has a sad ring to it, I don’t think that makes it bad. I believe it actually sends a pro-marriage message by showing how tough life after divorce is even when you are trying to make the best of it.
September 6th, 2006 18:54
Horrible! Kids will watch this, adapt it, and subconsiously apply it to their own lives. Wait… this is already happening.
September 12th, 2006 19:35
This ad confused me every time it came on. Finally, I accidentally recorded it along with a show I was taping, and viewed it several times, then checked out the Internet chat on it.
One of the most confusing things is that the mother is clearly driving the car (when you study the camera shots very closely), but then, when they stop to buy ice cream, the FATHER is walking from the driver’s side of the car!
The only logical explanation would be that, on the 500 mile road trip, the two parents shared driving duties. The even more logical explanation is that the people who made the commercial deliberately mislead the viewer into thinking the father is driving, so as to set up the shock of the divorce scenario revealed at the end.
Why doesn’t Dad have his own car? If so, why would he force his ex-wide to drive 500 miles with the kids to pick him up, drive another 500 miles back with the kids for the visit, drive a third 500 miles with the kids to drop Dad back off at his place, then drive a fourth 500 miles with the kids to bring the kids back home to go to school? And then repeat the whole mess “next week”?
The ad copy is, “over 500 miles on a tank of gas.” Maybe it’s 125 miles in each direction, for a total of 500 miles for the weekend. Still, those kids (oh, and the dog is along for the ride, too) are sitting in the car for over 8 hours total so they can see their Dad on the weekend. Every weekend?!
The fact is, Dad’s with visitation have to travel to pick up their kids; I don’t care how amicable the divorce is, or how pleasurable the Mom finds driving in their Ford Freestyle, Moms with custody don’t pick up and drop off Dads with visitation.
It’s not a bold move, it’s a trick that doesn’t add up - but since the purpose of advertising is to get your attention, I guess it’s successful, huh? Even if the attention it gets from me is to confuse me and piss me off.
September 12th, 2006 19:49
I had to watch this commercial closely to make sure I understood the message. As the divorced father of 3 teenagers, the first year after divorce could have had this event happen, but after she convinced the kids that they didn’t have to stay with me anymore and she started dating the men that she wanted to sleep with, there was no way this commerical would have happened.
September 17th, 2006 17:46
I am Bumfuzzeled.Not just because it suggests that divorce is an accepted thing.But that the marketing guys thought that this would fly with their male customers.Unless of course,the next commercial shows the same thirtysomething dude dropping his kids off at his wifes house in his new Ford Mustang and then goes and picks up a twenty year old babe and cruises the beach.Now That’s Bold.
September 19th, 2006 21:15
What I’d like to know is how the subject of a man spending time with his divorced wife and kids is going to convince anyone to buy a Ford? Do ad execs think that divorced people just stand around trying to figure out which car to buy? Perhaps the man in the ad is thinking, gee if I only had a Ford, I could spend time with my kids and ex-wife who decided she didn’t want to spend time with me in the first place. I didn’t even know it was a car commercial until I saw the Bold Moves logo in the end.
September 24th, 2006 14:54
I agree with Laura. Plus the whole thing was just weird. I suppose it does have us all talking about it, but I don’t know if it will sell any cars.
June 22nd, 2007 07:36
Well……..this is sure to piss off the overly sensitive career women, but who cares…
I wonder the composite of the ad team.
Was this ad created by a woman?
not saying thats bad, or good.
Most car advertising up until 10/ maybe 15 years ago,especially SUV’S was usually tarteted to males.this is no longer the case
Most women in america today, divorce is a normal occurence in their life..
And frankly, i find that lame. tragic,for the children. and honestly, its almost like it can desensitize you to that whole process.
What message does this send? because advertising and the whole video thing sends our minds alot of images……..
I guess this is a new standard in america today..divorce is just a normal process of our children’s childhood?
Thats a disgrace..
Thanks for the forum
June 22nd, 2007 07:57
almost forgot.. with all due respect,they are not going after the divorced male.They are going after the DIVORCED FEMALE!.
You know, look at me, i can do it on my own! i dont need a man,(except to be a father to our children)(my children in most young womens eyes today)and of course, SEND THE ALIMONY AND CHILD SUPPORT PAYMENTS.
BUT OH, LOOK AT ME, I AM MAKING IT ON MY OWN…..HOW BOLD!!………
WHAT A CROCK A SHIT……I KNOW to many miserable divorced women with all kinds of problems who,if they remarry,complain about the same crap about there new husbands or boyfriends…
there is a reason why american woman are disliked around the world….
why any sane man under 40 would marry today is beyond me…….
if i ever get married again, ITS FOR THE MONEY.AND I AM A GUY!!!!
PS:to all the women i just pissed off.NO, I am not SOME BROKE AND ANGRY DIVORCED DAD…
Divorced.YES..I have my son MORE THAN HIS MOM, AND PAY NO ALIMONY AND CHILD SUPPORT!!!!!!!
ITS CALLED, BEING A FATHER, MENTOR, AND BEING A RESPONSIBLE PARENT……….if i ever remarry, it will be to my current girlfriend, NOT BORN IN THIS COUNTRY, WHO EVEN SHE things to many american women act like they have to prove something…
Surprised know one wanted to discuss anything about who they are targetin. ITS THE WOMEN!
This whole BIGGER HOUSES BIGGER CARS,(NOT TO MENTION, LESS KIDS!!) IS TARGETING AMERICAN WOMEN………….every notice that, we have bigger cars than our parents, bigger houses than our parents, and less kids than our parents………….does anyone wonder why americans round the world are thought of as arrogant and self centered