Filed under: Marketing/Advertising, Ford
VIDEO: New "Proof" commercial puts Ford's best foot forward
Clever commercials are nice. A grin on our face certainly increases the chance we'll remember the brand that made us laugh. But now isn't a time for jokes at Ford Motor Company, which finds itself ensconced in a difficult turnaround plan that has yet to get in gear. That's why we actually like this new commercial called "Proof" because it doesn't feature a Mustang Shelby GT500 on the Autobahn or a Fusion being pitted against its competitors. Rather, it features the best product Ford has at the moment: the Mustang, F-150, Fusion, Edge, Taurus and Escape Hybrid. Narrated by new Ford pitchman Mike Rowe from Dirty Jobs fame, the spot is refreshening because it just cuts to the chase and lays it on the line by saying, in essence, "Here's what we got, like it or not."
Check out the commercial after the jump and let us know if you agree or think we're whack.
[Source: Ford]
Reader Comments (Page 1 of 5)
Viv 8:39PM (3/29/2007)
Come on FoMoCo, don't hide the taurus like that!!
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Bob R. 8:47PM (3/29/2007)
What a great commercial.
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thomas 8:49PM (3/29/2007)
damn straight.
people are going to have to be convinced that the car company that they once trusted can be trusted again. the saddest thing is that in many ways ford makes a superior product to asian competitors in a few key areas (certainly not all...), yet many people are so burned by their experience from the last 15 years that they will hear none of it (evidence thus follows in subsequent comments)...
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Chet 8:50PM (3/29/2007)
Not only is it a good commercial, it's unlikely to incur the wrath of any activist or watchdog groups.
No nonsense. Maybe not a bold move, but the right one.
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naggs 8:56PM (3/29/2007)
best ford commercial in a long time, i cant help but wonder how much of this commercial was derived from the feedback they got from the bold moves website.
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Ethan 8:57PM (3/29/2007)
"Come on FoMoCo, don't hide the taurus like that!!"
It hasn't hit showrooms yet, so it was in there as sort of a preview.
Regardless, I'm impressed.
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Will 9:01PM (3/29/2007)
Hey, were those flames shooting outta' the exhaust of that truck?
Was that a Car & Driver "Editor for a Day" behind the wheel of that Fusion?
That Edge wasn't anywhere near a handrail, like in their other ads. I'm miffed at that.
The Escape Hybrid. Right...
But the Mustang Shelby GT500 was wearing it's Cobra badges! (Why, again, does it have Cobra badges?)
In all fairness, I think FoMoCo is doing a delightful job in the market it once dominated. With the new products they're rolling out, and the attention paid to some of their more major problems, they seem commited to rebuilding an image that had been tarnished throughout the last decade or so. With rival automaker Toyota gaining ground, and the evident problems facing the other domestics, it's about time a resurgence in American creativity and engineering took place up in Dearborn.
Now get something out there in the vein of the Chrysler 300 and upcoming Pontiac G8, (even if you have to pull a "GM" and get it from your Ozzie branch), so that enthusiasts with families (like me) will start respecting the Blue Oval again.
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David S. 9:11PM (3/29/2007)
Is it just my ears, or does that VO sound like Mike Rowe?
Methinks they picked him up for more than just shilling trucks.
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DPC car videos 9:13PM (3/29/2007)
Good commercial, very serious and to the point. Also did you guys notice the voice is the host of the show "Dirty Jobs" from Discovery Channal.
http://www.dpccars.com
DPCcars
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Hamud 9:23PM (3/29/2007)
Very good commercial, straight to the point.
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John P. 9:31PM (3/29/2007)
I like it, I remember a few months ago doing the Ford survey and telling them they better start "SAYING" why we should buy a Ford, then backing it up. I think they are making some good moves, they just have to keep it going long enough to start making money again.
I'm pulling for them.
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Adam 9:35PM (3/29/2007)
@David S. - "Is it just my ears, or does that VO sound like Mike Rowe?"
This very post: "Narrated by new Ford pitchman Mike Rowe from Dirty Jobs fame..."
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Raul 9:39PM (3/29/2007)
It's Good to know Ford is trying... unlike its fellow mate Chrysler!
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Deezee 9:49PM (3/29/2007)
Great commercial. Good job Ford.
But the Taurus doesnt belong in that group. Sorry, that car is horrible and isn't helping turn the company around.
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Allen 9:50PM (3/29/2007)
Did anybody actually read what was said before the commercial? is straight up said that mike rowe lol.
first time i saw this commercial was a few days ago on tv and i was very impressed by it. ford def is trying to make it known to the american people that they are trying to change things around and bring back the true blue ford image we all want to remember
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Bill 9:56PM (3/29/2007)
It's a 1000 times better than that annoying "Living on the Edge-juh" commercial.
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Greek Boy 10:02PM (3/29/2007)
Whats wrong with the Taurus. I can't wait for the return of the SHO with 400HP and AWD. In fact, I can't think of another sedan I would rather have.
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Angus Podgorny 10:30PM (3/29/2007)
Isn't it funny how old school this is? Pictures of vehicles with glowing narrative. Cut down the bandwidth and it would sound almost 50s-ish.
Maybe that's what works.
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Cip 10:33PM (3/29/2007)
Best Ford Commercial in decades.
Gt500 KR should have been in this commercial,but sadly it is still not unveiled.
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Alex Nunez 10:44PM (3/29/2007)
I just saw it for the first time at the gym, during The Office, I think. It is excellent. No BS stories, no cutesy crap...just the cars. And they look sharp, especially all lined up like that. It's about product, and someone at Ford finally realized that showing it off is the way to sell it. Took long enough...more like this, please.
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