Revive the "Have you driven a Ford lately?" ad campaign

[marksboss]

I was just thinking about the "Have you driven a Ford lately?" ad campaign from, what was it, early 80's?

 

Since Ford is building some momentum in the marketplace again I think it's a perfect time to revive that tagline and get the word out again. Ford has some great product now, lets get the word out!

 

Here's my 70 B2 to provide some inspiration.

0F02G163193

Edited February 12, 2009 by marksboss

[rmc523]

I think the "Drive One" campaign is/was supposed to be a modern interpretation of the "Have you driven a Ford lately?" campaign.

[ANTAUS]

I second the motion the re-instate the "Have you driven a Ford, lately?" ad campaign....

 

[rmc523]

I second the motion the re-instate the "Have you driven a Ford, lately?" ad campaign....

 

 

Heck, why don't we just remake that commercial....same song, same everything (modern versions of course w/ Mike Rowe as the voiceover) while we're at it? LOL

 

----

 

I'm not opposed to reviving the "Have you driven a Ford, lately?" slogan, but I think the "Drive One" works.....it allows them to branch out into Quality, Green, Safety, Smart using the same beginning "Drive..."

 

I also loved the Ford Proof commercial:

 

 

That could be updated with Fusion Hybrid, Flex, Taurus, and others.

[joihan777]

Now is NOT the time. At least on TV.

 

The bad economic news is too hot. Any ad campaign will fall on relatively deaf ears.

Although it may be good time to showcase high mpg cars, trying to convince buyers on pricier models might be wasted effort.

 

Give it a coupla months at least. As soon as some good news starts showing up, thats when Ford should blitz 'em.

 

And for gosh' sake Americans need to know about relibility & safety!

[rmc523]

Now is NOT the time. At least on TV.

 

The bad economic news is too hot. Any ad campaign will fall on relatively deaf ears.

Although it may be good time to showcase high mpg cars, trying to convince buyers on pricier models might be wasted effort.

 

Give it a coupla months at least. As soon as some good news starts showing up, thats when Ford should blitz 'em.

 

And for gosh' sake Americans need to know about relibility & safety!

 

Nobody said you had to advertise the higher-end/pricier models.

[twintornados]

I think the "Drive One" campaign is/was supposed to be a modern interpretation of the "Have you driven a Ford lately?" campaign.

You're right RMC....Drive One is the "modern take" on "Have you driven a Ford lately."...thank god that is the slogan they went with, one of the other ideas was called, "Doing the Henry"....yikes!!!

[FordBuyer]

I second the motion the re-instate the "Have you driven a Ford, lately?" ad campaign....

 

 

Metro Detroit Ford dealers are still using that slogan. Drive One is used by Ford in its National advertising, but I would guess more than just Metro Detroit uses Have You Driven A Ford Lately?

[Paul Selby]

Last summer the Brookpark Rd. Ford plant in Cleveland had a huge "Have You Driven A Ford Lately?" sign on the building. After seeing this I thought they were bringing the slogan back.

[Tico]

Any ad campaign must emphasize a these main points:

 

1. Quality is now on par with Toyota! Many people I talk to still think "Ford = American Car = Junk". The new stories from JD Powers and Consumer reports can't be emphasized enough! I saw a story that said something like " people don't think the Fusion is more reliable than the Camry, but it is!". Why is this quote not plastered in every Ford ad I see?!!?!?!!??!?!

 

2. MPG. Many of Fords vehicles are near the top in their class for MPG. This also needs to be highlighted. Again people think "Taurus = big American car = crappy mpg".

 

3. Safety. From F150 to Taurus to Focus, Ford makes some the safest cars out there. With Families this is a HUGE selling point. Play it up!

 

4. Technology and Fun. The new Taurus, new Fusion and someday new Focus off lots of both. Point this out too.

 

Quality, MPG, safe, high tech and fun to drive. Say all of that in a one page ad or 30 second spot. Hard to do but hey that is what they get the big bucks for at the ad agency.

 

Ford has a lot going for it, especially with the models coming in '10 and '11 and '12. But yes the advertising has sucked the last few years.

 

Maybe tag line should be "Have you driven a Ford latley? No we really mean it? Have you?"

[ANTAUS]

Thats mainly because Fords commercials are lifestyle related, than being educational. I'm not sure what a chick taking a surfboard out of a MKX does anything to educate the consumer about the available features or how it compares to the competition.

[NickF1011]

Seems this topic comes up about once a year. I don't think Ford's quite ready to revive it yet. Ask again in another year. :P

[rmc523]

Last summer the Brookpark Rd. Ford plant in Cleveland had a huge "Have You Driven A Ford Lately?" sign on the building. After seeing this I thought they were bringing the slogan back.

 

I remember watching a baseball game last year (don't remember which game), but the outfield wall had a big Ford oval with "Have you driven a Ford, lately?" written under it.

 

Any ad campaign must emphasize a these main points:

 

1. Quality is now on par with Toyota! Many people I talk to still think "Ford = American Car = Junk". The new stories from JD Powers and Consumer reports can't be emphasized enough! I saw a story that said something like " people don't think the Fusion is more reliable than the Camry, but it is!". Why is this quote not plastered in every Ford ad I see?!!?!?!!??!?!

 

2. MPG. Many of Fords vehicles are near the top in their class for MPG. This also needs to be highlighted. Again people think "Taurus = big American car = crappy mpg".

 

3. Safety. From F150 to Taurus to Focus, Ford makes some the safest cars out there. With Families this is a HUGE selling point. Play it up!

 

4. Technology and Fun. The new Taurus, new Fusion and someday new Focus off lots of both. Point this out too.

 

Quality, MPG, safe, high tech and fun to drive. Say all of that in a one page ad or 30 second spot. Hard to do but hey that is what they get the big bucks for at the ad agency.

 

Ford has a lot going for it, especially with the models coming in '10 and '11 and '12. But yes the advertising has sucked the last few years.

 

Maybe tag line should be "Have you driven a Ford latley? No we really mean it? Have you?"

 

That's what Ford's current setup is:

 

Drive One: Drive Quality, Drive Green, Drive Safe, Drive Smart.

 

The whole "Drive One" slogan is still relatively new, so I think given another year or so, you'll see some good commercials coming out.

[White99GT]

I would wait until the Fiesta, new Focus, new Taurus, etc. are all in the showroom at the same time.

 

Then the question will beg asking.

 

Ford is about to have the best NA lineup hands down.

[marksboss]

All good points and a great discussion. Most companies aren't in the habit of dredging up old commericals. I just loved the "feel good" nature of them. I was unaware these were all out on You Tube.

 

This was the one I was thinking of

1985 Have you driven a Ford lately?

 

Seeing that GT40 @ LeMans still makes my heart flutter.

[RichardJensen]

The school in my signature hit it big with a tagline and ad campaign a few years ago, "You can go anywhere from here." The slogan was coupled with shots of such tax-evading folk as Tom Daschle (SDSU '68ish), and other law abiding citizens such as Adam Vinatieri and a bunch of extremely unknown people doing very interesting things almost anywhere but in South Dakota

 

(which is, to be sure, an interesting attitude to have about the state's perpetual brain-drain)

 

Last year, they shortened it up to "Go Somewhere", and the campaigns got a bit edgier (louder music, more visual effects)--but they keep the "You can go anywhere from here" slogan at the tail end of the commercial.

 

Similarly, "Drive One" is the modern version of "Have you driven a Ford, lately?" It's shorter, more concise, and not a bit more edgy. Not unlike the switch from the statement "You can go anywhere..." to the imperative, "Go somewhere".

 

http://www3.sdstate.edu/Administration/Uni...ywhereFromHere/

 

Compare the top three videos with the ones below it, to get a sense of how 'edgy' campaigns featuing imperative slogans are the new wave.

 

(crazy thing is, the ad agency that did this campaign hasn't done much else worth noting anywhere else in years--these ads, however, won national awards)

Edited February 12, 2009 by RichardJensen

[guilt trip]

Up here in Canada the slogan is "Powered by You"

Here's a FLEX commercial from Canada. There's a couple other versions. One says It's not just a new Crossover, it's the BEST new Crossover.

and the other says Introducing Flex. It pushes all the right buttons.

You'll see the Powered By You right at the end. I like the slogan.

 

FLEX CANADA Commercial

Edited February 14, 2009 by guilt trip

[RichardJensen]

Powered by you....

 

You mean like the Flintstones car?

 

Edited February 14, 2009 by RichardJensen

[ANTAUS]

I too thought of the Flintstones with that commercial...also saw it said "34HWY", I'm guessing Canada has a different criteria for it's testing ?

[rmc523]

Up here in Canada the slogan is "Powered by You"

Here's a FLEX commercial from Canada. There's a couple other versions. One says It's not just a new Crossover, it's the BEST new Crossover.

and the other says Introducing Flex. It pushes all the right buttons.

You'll see the Powered By You right at the end. I like the slogan.

 

FLEX CANADA Commercial

 

It'd be nice if those were US MPG figures (22/34).

[rmc523]

Powered by you....

 

You mean like the Flintstones car?

 

 

 

I too thought of the Flintstones with that commercial...also saw it said "34HWY", I'm guessing Canada has a different criteria for it's testing ?

 

 

Well how do you all think they got those mileage figures? They removed the engine to save weight, so it's therefore powered by you.

[RichardJensen]

34 HWY * .8 (Imperial gallon correction) = 27.2MPG, or about 10% higher than the current EPA estimates, or roughly in line with what the Flex would've gotten under the old test cycle.

[matthewq4b]

34 HWY * .8 (Imperial gallon correction) = 27.2MPG, or about 10% higher than the current EPA estimates, or roughly in line with what the Flex would've gotten under the old test cycle.

 

 

Actually the 34MPG Imperial works out to 28.3 MPG U.S The Multiplier for MPG Imperial to MPG U.S is 0.8326

 

Transport Canada does the testing here and no it does not mirror the EPA cycle as we have different driving conditions for most of the nation and different gasoline. Remember larger country with 90% less people Actually Transport Canada rates the Flex at 33.6 MPG or 27.97 MPG U.S So Ford Canada is embellishing a bit by rounding up.

 

There is definitely a difference in the Fuels we get here as well. We do not get all those oxygenated and other crap fuels sold in the U.S and no Ethanol mixes. I know I do considerably better In the Excursion here than what U.S owners are getting. I consistently get 16- 18 MPG U.S on the hyway with the V10 and that is at 75- 80MPH were as the U.S guys I have talked to in the U.S to seem to hover around 12-15 MPG U.S in the Excursion with the V10. But I have noticed that with most vehicles, here we seem to do a little better fuel consumption wise proboly do to the gasoline we get.

 

Diesel on the other hand seems to be the exact opposite. U.S Diesel owners seem to do better than we do. But Since most our diesel fuel is all synthetically manufactured I think they skimp out on the long chain hydrocarbons in it. This could also be why Diesel is proportionally, is cheaper than in the U.S currently it is about $0.40 cheaper per gal than gasoline here.

 

And 32 MPG Imperial is pretty much bang on from what I have heard from the Flex owners I have talked to here.

Transport Canada Figures MPG /Liters per 100KM in most cases are pretty darn close to what is seen in actual driving conditions here.

 

So yes a different test cycle and different gasolines.

 

 

 

Matthew

Edited February 15, 2009 by matthewq4b

[Edstock]

In the province of Ontario, Sunoco has been putting up to 10% alcohol into their regular for at least a decade.

Edited February 15, 2009 by Edstock

[RichardJensen]

Transport Canada does the testing here and no it does not mirror the EPA cycle

Doesn't mirror it exactly, but it's dang close:

The testing procedures used by Transport Canada for fuel economy during city driving are done in a warm climate - 20 to 30 degrees C. A 12-kilometre drive is simulated, with a top speed of 91.3 km/h but an average speed of only 32 km/h. It also includes 18 stops and 220 seconds of idling time.

 

The highway drive cycle is also done in 20 to 30 degree temperatures. The vehicle hits a top speed of 96.5 km/h but averages only 77 km/h over a 16-kilometre drive cycle. Acceleration during both drive cycles is slow to moderate.

http://www.canadiandriver.com/articles/jk/070321.htm

 

Two separate fuel economy tests simulate city driving and highway driving: the city driving program consists of starting with a cold engine and making 23 stops over a period of 31 minutes for an average speed of 20 mph (32 km/h) and with a top speed of 56 mph (90 km/h); the highway program uses a warmed-up engine and makes no stops, averaging 48 mph (77 km/h) with a top speed of 60 mph (97 km/h) over a 10 mile (16 km) distance.The measurements are then adjusted downward by 10% (city) and 22% (highway) to more accurately reflect real-world results.1

http://en.wikipedia.org/wiki/Fuel_economy_...re_through_2007

http://www.fueleconomy.gov/FEG/fe_test_schedules.shtml

 

In fact, the two test regimens are so similar that the Transport Canada figures are ratcheted down 15% for Highway and 10% for city, vs the 22% & 10% adjustment with the old EPA standards. ( http://www.tc.gc.ca/programs/environment/f...uide/values.htm )

 

Also, the tests are performed by the mfr. just as in the US. They are not performed by the gov't.

Edited February 15, 2009 by RichardJensen