The Ford S-Max campaign makes an important appeal to men from all walks of life: "Don't be the minivan guy." It hilarious depicts exactly what this type of guy would be. A straight-laced soccer dad, he is that forgettable man who drops their kids off at school and is always at work on time.
Conceived and executed by BBR Saatchi & Saatchi, an ad agency based in Israel, the Ford S-Max campaign was art directed by Kamil Mekhti with creative direction by Eran Nir. Although it markets a minivan, which would seem to go against the message the car company is trying to send, the Ford S-Max campaign effectively shows that this one is much different from others. Specifically, it's sporty.
Soccer Dad Ads
The Ford S-max Campaign Tells Men "Don't Be the Minivan Guy"
Trend Themes
1. Anti-minivan Movement - Opportunity for car companies to create campaigns that challenge the stereotype of minivans as uncool and appeal to a wider range of consumers.
2. Humorous Advertisements - Growth in the use of comedic storytelling in advertising campaigns to engage and entertain audiences while delivering a brand message.
3. Unique Features Highlighting - Trend of emphasizing distinct features in advertising campaigns to differentiate products in highly competitive markets.
Industry Implications
1. Automotive - Automobile manufacturers can capitalize on the anti-minivan movement by designing and marketing sporty minivans that appeal to style-conscious consumers.
2. Advertising - Advertising agencies and brands can explore the use of humor as a strategy to create memorable and effective campaigns that resonate with consumers.
3. Creative Services - Opportunity for creative agencies to help brands highlight unique features of their products through engaging and impactful advertising campaigns.