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Car Commercial With No Cars

Ford Uses Acrobats To Pose As Fusion & Edge

— February 23, 2008 — Marketing
A TV commercial for the Ford Motor Company in Canada advertising 2 of Ford's vehicles (the Fusion and the Edge) features no cars. Instead, Ford uses people dressed in the Ford blue who, a la Cirque Du Soleil, form the recognizable silhouettes of the cars in dramatic and artistic fashion. This is a beautiful presentation.

Implications - Modern mainstream culture is enthralled by the live arts and thrives on the spectacle of the circus and groups such as Cirque du Soleil. Marketers and advertising agencies are increasingly incorporating performance art into campaigns for seemingly unrelated industries. With the right mix of presentation and drama, creatives can imbue a sense of wonder into these ads.
Trend Themes
1. Performance-based Advertising - Marketers and advertisers are finding success in incorporating performance art into campaigns, creating a sense of wonder and excitement.
2. Silhouette Marketing - Ford's use of silhouettes in their ad campaign presents a unique marketing strategy that other companies may leverage to visually represent their own products.
3. Artistic Presentation - The success of Ford's use of acrobats in lieu of traditional product presentation suggests that other companies could benefit from incorporating a more artful approach to their marketing strategies.
Industry Implications
1. Automotive - Car manufacturers can incorporate a more artistic approach to advertising, creating a visually appealing and memorable marketing campaign.
2. Marketing and Advertising - Companies can use performance-based marketing to create a wow factor and differentiate themselves from competitors.
3. Entertainment - Entertainment companies, such as Cirque du Soleil, may find opportunities to partner with brands for artistic campaigns that leverage their unique expertise and talent.
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