Telling a Story

Word out of Detroit is that Ford will spend 20 percent more on marketing and advertising in the next few months and will go back to its "Drive One" campaign. Ford, which has done better recently than many of its rivals when it comes to sales, is a company that knows how to market well. It also knows how to market efficiently. If you remember to read the On The South Florida Road column coming this Saturday in the Sun Sentinel, you'll see how Ford's Fiesta Movement program is getting the word out about the new Fiesta, with very little upfront spending.
If you want to see what is probably one of the most effective car ads ever, you'll want to click on this link. www.richhumor.com/wp-filez/PerhapstheBestFordCommercia.wmv
Turns out that this was made four or five years ago but it is still making the rounds. You'll want to set aside about three or four minutes. And you might want to have a box of Kleenex handy.
This is storytelling at its best. It is also a fine example of how creativity, art and effective marketing don't have to be mutually exclusive. One can only hope that Ford will continue to invest in this kind of marketing communications. It's good stuff.